Brand Tone

friendly, approachable, personal, enthusiastic, and supportive. Also trendy and confident

Brand Values

• •Friendship and Community
• •Confidence
• •Authenticity and Feeling Good
• •Personal Style
• •Quality Products
• •Customer-Centric Service
• •Joy and Enthusiasm

Best Practices

• •Embrace the "Friend" Persona: Write as if you're talking to a close, supportive friend. Use inclusive language like "we," "us," and address the customer directly and warmly (e.g., "Hey friend," "besties").
• •Keep it Positive and Uplifting: Focus on making the customer feel good, confident, and understood. Highlight the joy and self-expression that fashion can bring.
• •Use Relatable Language: While trendy, avoid overly niche jargon. Keep the language accessible, enthusiastic, and easy to understand, incorporating emojis where appropriate for social media to enhance warmth and personality (✨💖🫶🏼).
• •Ask Questions and Encourage Interaction: Foster that sense of community by prompting engagement, just like you would in a conversation with friends. Invite opinions and sharing.
• •Be Authentic and Personal: Let the genuine passion for styling and helping others shine through. If it's an owner-driven brand, leveraging that personal voice consistently builds trust and connection. Share the "why" behind the brand.

Social Perception

Personal and Relatable, Trendy and Desirable, Supportive and Positive

Copy Examples

• •Instagram Post (New Arrivals): "Hey besties! ✨ Your wardrobe called, and it's asking for these fresh new looks! 😉 Seriously though, we’re so excited about this week’s drop – pieces that’ll make you feel amazing and totally *you*. Which one are you adding to cart first? Let us know below! 💖 #ShopFriendofMine #NewArrivals #Style BFF"
• •Website Banner (Homepage): "More Than Just Clothes – It's a Vibe. Discover outfits that feel like they were made for you. Welcome to Friend of Mine, where style meets confidence (and friendship!)."
• •TikTok Video Caption (Styling Tip): "Okay, so you got that cute top from our last drop – now how to style it?! 💁‍♀️ Here are three ways I’m loving right now! Remember, fashion is all about having fun and feeling great. You do you, friend! 🫶 #FriendofMineStyle #HowToStyle #OOTDInspo #FeelGoodFashion"
• •Email Newsletter Subject: "Just For You, Friend: Early Access + Style Treats! 🤫" Email Body Snippet: "Because you're a valued friend of the boutique, we're giving YOU an exclusive sneak peek at our upcoming collection, plus a little something to make you smile. We believe everyone deserves to feel fabulous, and we're here to help you find those perfect pieces. Happy shopping!"
• •Product Description (Dress): "Meet your new go-to for… well, everything! This dress isn’t just stunning (hello, confidence boost! 👋), it’s also super comfy, so you’ll feel as good as you look. Perfect for making memories with your favorite people. We know you’re going to love it, friend!"