Brand Tone

Friendly, Approachable, Helpful, Honest, Humorous, Relatable, Stylish, Modern-Classic, Positive, and Uplifting.

Brand Values

• •Customer Focus & Service
• •Quality
• •Honesty
• •Inclusivity (evolving)
• •Joy and Excitement
• •Community/Local Focus
• •Realness/Authenticity

Best Practices

• •Develop a "Brand Voice Chart": Document key attributes of your tone (e.g., Friendly, Witty, Stylish, Honest) with "Do's and Don'ts" for each. For example: *Do use relatable humor. Don't be offensive or overly sarcastic.*
• •Know Your Audience Deeply: Understand who "every woman from 22-82" is. Tailor the humor and relatability to resonate with their life stages and experiences, ensuring the "real-life" aspect feels authentic to them.
• •Incorporate Customer Language: Pay attention to how customers describe the brand (e.g., "exciting find," "felt so special"). Weave these positive sentiments and phrases naturally into your copy.
• •Balance Style with Relatability: While showcasing "chic" and "on-trend" items, maintain an approachable feel. Avoid overly technical fashion jargon unless explained in a simple, friendly way. The goal is to be aspirational yet accessible.
• •Consistency Across All Channels: Ensure the friendly, humorous, and stylish tone is present everywhere – from website copy and product descriptions to social media posts, email newsletters, and even in-store signage. This builds a recognizable and trustworthy brand personality.

Social Perception

Positive and Highly Regarded Locally, Go-To for Gifts and Unique Items, Affordable Quality, Attentive and Welcoming.

Copy Examples

• •Homepage Banner: "Your wardrobe called, it's craving some joy. ✨ Discover styles that get your 'real-life' fabulous."
• •New Arrival Email Subject: "Warning: May cause extreme outfit happiness. New Arrivals are HERE!"
• •Product Description (for a quirky mug): "This mug gets it. For days when 'adulting' feels like an extreme sport, fill this with your favorite fuel. You've got this (probably)."
• •Instagram Caption (showcasing an outfit): "Turning ordinary days into 'remember that outfit?' days. Effortlessly chic, because life’s too short for boring clothes! 😉 #FRandCoStyle #RealLifeFashion"
• •About Us Snippet: "We're FR & Company – your friendly style find in St. Charles & online! We believe in fashion that feels good, gifts that wow, and a little bit of humor to get you through. Come say hi, we love making your day brighter!"