Brand Tone

Enchanting & Whimsical, Caring & Nurturing, Elegant & Timeless, Friendly & Approachable

Brand Values

• •Quality & Craftsmanship
• •Curated Experiences
• •Individuality & Style
• •Customer Satisfaction
• •Timelessness

Best Practices

• •Create a Brand Voice Guide: Document key tonal words (e.g., whimsical, enchanting, caring, timeless, gentle), "words to use," and "words to avoid." Refer to the brand's own "About Us" section: "meticulously handpicked treasure trove that blends fashion-forward pieces with vintage charm and a hint of whimsy."
• •Storytelling with Emotion: Focus on the "experiences" and "magical memories" the products facilitate, rather than just features. Emphasize the "enchanting cottage garden vibe."
• •Consistent Salutations & Closings: Use warm and personal language like "Dear Friend" in communications where appropriate (like emails or direct messages) and sign off with phrases that echo care, such as "With Love, The Mimi & Lion Team."
• •Visual & Textual Harmony: Ensure the copy on social media, website, and ads always complements the soft, whimsical, and high-quality imagery used by the brand. The language should feel as curated as the products.
• •Emphasize Core Values: Regularly weave in concepts of "heirloom quality," "timeless style," "curated selections," and creating "beautiful moments" into product descriptions, social posts, and marketing materials.

Social Perception

The brand aims to be seen as a provider of unique, era-inspired pieces and a curator of magical moments. Customers appreciate the quality and aesthetic of the products and efficient service.

Copy Examples

• •Instagram Post (Newborn Collection): "Welcome your littlest love with pieces as precious as they are. Our newborn collection whispers tales of vintage charm and tender moments, crafted for comfort and destined to become cherished keepsakes. Discover the magic at Mimi & Lion. ✨ #MimiAndLion #HeirloomBaby #NewCollection #EnchantingBeginnings"
• •Website Banner (Seasonal Toys): "Spark Wonder & Joy! Explore our handpicked selection of toys, designed to ignite imagination and create afternoons filled with laughter and enchantment. Timeless treasures for your little dreamers."
• •Email Subject Line (For Subscribers): "Dear Friend, A Touch of Magic Awaits You..."
• •Product Description (Girl's Dress): "Let her twirl into a world of whimsy with our [Dress Name]. Combining playful elegance with the softest fabrics, this dress is perfect for garden parties, special occasions, or simply making everyday moments feel a little more magical. A timeless piece for your little darling."
• •Facebook Ad (Targeting New Mothers): "Motherhood is a journey of beautiful moments. At Mimi & Lion, we curate charming essentials for you and your little one, blending vintage style with gentle comfort. Let us help you create magical memories, one precious piece at a time. Shop our 'With Love' collection today."