Brand Tone

Approachable, Feminine, and Aspirational.

Brand Values

• •Modern Femininity
• •Simplicity and Style
• •Quality and Accessibility
• •Community

Best Practices

• •Lead with a Feeling: Start captions and headlines with the emotion or occasion the outfit evokes (e.g., 'That weekend feeling,' 'Confidence looks good on you.'). This connects the product to the customer's life.
• •Use "You" and "Your": Speak directly to the customer. This makes the brand feel more personal and conversational (e.g., 'Your new go-to dress' instead of 'The perfect dress').
• •Ask Engaging Questions: End social media captions with questions to encourage comments and build a community. Questions can be about styling, preference ('Which color is your favorite?'), or plans ('Where would you wear this?').
• •Maintain a Positive and Uplifting Tone: All copy, including responses to comments, should be positive, friendly, and encouraging. Avoid overly formal or technical language. A sprinkle of emojis (✨,🤍,🌸) can help maintain a light, approachable feel when used appropriately.
• •Create a "Brand Lexicon": Develop a list of on-brand words and phrases (e.g., 'effortless,' 'chic,' 'curated,' 'lovely,' 'modern,' 'style journey') and words to avoid. This ensures anyone writing for the brand can quickly adopt the correct voice.

Social Perception

The public perception of Flora Lane is positive but still developing. It is viewed as a source for cute, on-trend, and affordable clothing. Customers and followers perceive the brand as trustworthy and aesthetically pleasing, with primary interactions being expressions of admiration for products and positive customer service inquiries.

Copy Examples

• •Your wardrobe called, it wants this set. ✨ Meet the 'Sunday Morning' knit set. Effortlessly chic, incredibly comfy, and ready for anything from a coffee run to a cozy night in. How would you style it? #FloraLaneStyle #NewArrival
• •Style That Feels Like You. Discover curated collections for the modern woman. Simple, elegant, and effortlessly you.
• •The 'Garden Party' Midi Dress: Step into your moment with the Garden Party Midi. With its delicate floral print and flattering silhouette, this dress is pure romance. The lightweight fabric moves with you, making it perfect for brunches, special occasions, or any day you want to feel beautiful. Just add sunshine.
• •Psst... Your new favorite outfit is on sale. Don't miss out on 25% off select styles. A little treat from us, to you.
• •Effortless Style Has a New Home. Tired of clothes that don't feel like *you*? At Flora Lane, we curate pieces that are as comfortable as they are beautiful. Discover timeless tops, elegant dresses, and sets you'll live in. Shop the collection today and find your new favorite look.