Brand Tone

energetic, aspirational, and trendy

Brand Values

• •Empowerment
• •Affordability
• •Trend-Focused
• •Global Accessibility
• •Customer-Centric Service

Best Practices

• •Develop a Brand Voice Guide: Create a formal document that outlines the brand's tone, key messaging pillars, preferred terminology (e.g., "fits" vs. "outfits," "our community" vs. "customers"), and "do's and don'ts" for all written communication.
• •Prioritize an Empowering Lexicon: Consistently use words that evoke confidence, energy, and style. Incorporate terms like "empower," "unleash," "statement," "bold," and "radiate" into product descriptions and social media captions.
• •Align Copy Across All Channels: Ensure the tone used in email marketing matches the captions on Instagram and the text on the website. This consistency builds a cohesive and recognizable brand identity.
• •Balance Aspiration with Accessibility: While the copy should be aspirational and trendy, it must always circle back to the core values of affordability and accessibility. Pair empowering language with clear calls-to-action that highlight value (e.g., "Get the look for less," "Affordable trends, delivered").
• •Audit and Refine Regularly: Periodically review all customer-facing text—from automated emails to social media replies—to check for consistency with the established brand voice. This helps correct any deviations and ensures the brand's communication remains sharp and on-brand.

Social Perception

EXXE is perceived as a typical international fast-fashion e-commerce store. Customers are drawn to its trendy and diverse product range but remain cautious about the potential downsides associated with the fast-fashion model, such as product quality and logistical reliability. The technical glitches on the website contribute to a perception that the brand may be less established or professional than its larger competitors. The overall sentiment is one of balancing stylish, affordable options against the risks of online shopping from a non-premium brand.

Copy Examples

• •Stop the scroll. 🥵 Your new favorite dress has arrived. The Valeria Maxi isn't just a look, it's a feeling. Ready to be obsessed? Tap to shop before it's gone.
• •🔥 Inside: The Hottest Trends Your Wardrobe is Missing
• •NEW SEASON, NEW CONFIDENCE | Unleash your main character energy. Shop the latest collection.
• •Tired of the same old styles? EXXE delivers the trends you see on your feed, right to your door. With free worldwide shipping and easy returns, it's time to refresh your look. Shop tops, dresses, and more!
• •A fast-paced "GRWM" (Get Ready With Me) video where an influencer styles three different outfits from EXXE for different occasions (brunch, date night, casual day out), with on-screen text highlighting "Confidence," "Style," and "Affordability."