Brand Tone

Approachable and Friendly, Conscious and Responsible, Authentic and Transparent, Positive and Uplifting, Informative and Value-Driven, Playful (on TikTok)

Brand Values

• •Ethical Production: Fair wages, good working conditions, and respecting the "human industry" behind fashion.
• •Sustainability: Using deadstock fabrics, minimizing waste through recycling, and encouraging mindful consumption (investing in quality over quantity).
• •Quality Craftsmanship: Emphasis on high-quality materials, in-house production, and creating durable garments that last.
• •Community and Family: Highlighting their family-owned nature and the importance of their employees and local vendors.
• •Made in Los Angeles: Pride in local manufacturing and supporting the local economy.
• •Customer Value: Providing "atelier quality at an affordable price" and ensuring customer satisfaction through true-to-size fits and quality products.

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone words (e.g., "Friendly," "Conscious," "Authentic," "Positive," "Informative"), and things to avoid (e.g., overly technical jargon, greenwashing claims, overly formal language). Share this with anyone creating content.
• •Always Highlight Core Values: Whether subtly or explicitly, weave in mentions of ethical production, sustainability, LA manufacturing, and quality craftsmanship. This reinforces what the brand stands for.
• •Speak Like a Friend, Inform Like an Expert: Maintain an approachable, conversational tone, but confidently share information about materials, processes, and the benefits of choosing Glee & Co. Avoid being preachy, instead focus on shared values.
• •Be Authentic and Transparent: Share real stories, behind-the-scenes glimpses (as they do on TikTok), and be honest about the journey. This builds trust and resonates with consciously-minded consumers.
• •Adapt to the Platform, Not the Persona: While the style of content may change from Instagram to TikTok to email, the core brand voice and values should remain consistent. For example, TikToks can be more playful, but still reflect the brand's commitment to its core principles.

Social Perception

Positive Customer Feedback: Customers highly praise the quality, comfort, and fit of the clothing, as well as the customer service. Appreciation for Ethical Practices: Customers and interviewers seem to respond well to their commitment to sustainability and ethical manufacturing. Seen as a Trustworthy Small Business: The family-owned, transparent approach likely fosters trust. Community-Oriented: Their engagement on social media and an "open letter to our community" on TikTok suggest they value their customer base.

Copy Examples

• •Instagram Post (Image: Model wearing a Glee & Co. tee and sweatpants, looking relaxed at home): Weekday unwind, the Glee & Co. way. ✨ Our essentials aren't just super soft, they're made with love, right here in LA. Because comfort shouldn't cost the Earth, or peace of mind. #GleeAndCo #MadeInLA #SustainableStyle #EthicalFashion #LoungewearLove
• •Facebook Ad (Carousel showing different colorways of a popular item): Meet your new forever favorite. 👋 Crafted from premium, pre-washed fabrics for that perfect fit from day one. Ethically made in our own LA workshop, because we believe in quality you can feel good about – inside and out. Discover the Glee & Co. difference. #EthicallyMade #LosAngelesFashion #QualityEssentials #ConsciousConsumer
• •TikTok Video Caption (Video: Quick cuts showing the versatility of a single Glee & Co. piece – dressed up, dressed down, comfy at home): One piece, endless vibes! 🔁 Our [Product Name] is designed for your life – from couch comfort to city chic. Plus, it’s sustainably made in LA! What’s not to love? 😉 #GleeAndCoStyle #VersatileFashion #SustainableThreads #LAmade #CapsuleWardrobe
• •Website Homepage Banner: Feel Good Fashion. Ethically Crafted in Los Angeles. ✨ Quality essentials designed to last, made with respect for people and planet. That's the Glee & Co. promise. #WearYourValues #SustainableFashionLA
• •Email Newsletter Snippet (Subject: More Than Just Clothes… It’s a Movement): Hey [Customer Name], at Glee & Co., we're passionate about creating pieces you'll love for years, not just a season. Every stitch is a step towards a more sustainable and ethical fashion future, made possible by our incredible LA team. Thank you for being part of our journey! [Link to 'Our Story'] #GleeAndCoFamily #EthicalProduction #QualityOverQuantity