Brand Tone

Empowering, confident, trendy, informal, direct, bold, unapologetic, energetic, aspirational, accessible.

Brand Values

• •Empowerment
• •Confidence
• •Individuality & Self-Expression
• •Trendiness
• •Affordability

Best Practices

• •Embrace the "Baddie" Lexicon: Consistently use confident, empowering, and trendy language. Incorporate relevant slang and a bold tone across all platforms, from product descriptions to social media captions, to maintain a distinct and recognizable brand voice.
• •Lead with Empowerment: Frame every piece of copy around the core value of empowerment. Instead of just describing the clothing, describe the feeling it evokes: confidence, power, and being unstoppable. The focus should be on the customer and her transformation, not just the product.
• •Maintain a Consistent Voice Across All Channels: The confident and informal tone used on Instagram should be the same tone used in customer service emails, on the website's microcopy, and in any future marketing efforts. This creates a cohesive and authentic brand personality.
• •Use Storytelling in Product Names and Descriptions: Continue the practice of giving products evocative names. Build a small narrative around each item in its description that aligns with the brand's values, helping the customer envision herself wearing the piece in a powerful way.
• •Encourage and Leverage User-Generated Content (UGC): As the brand grows, create a branded hashtag (e.g., #GMBBaddie, #GMBCollections) and encourage customers to share their looks. Reposting this content with brand-aligned captions will not only provide social proof but will also reinforce the brand's values of community and confident self-expression authentically.

Social Perception

Currently neutral-to-nonexistent in the wider online conversation, shaped entirely by the brand's own messaging due to the absence of independent reviews, forum discussions, or significant social media engagement. It presents a blank slate that can be strategically molded.

Copy Examples

• •Stop the show. Then own it. Our new 'Making a Statement' dress isn’t just an outfit, it’s an attitude. Available now for nights you'll never forget. #GMBBaddie #NewCollection
• •Tired of blending in? Your wardrobe is calling for an upgrade. GMB collections delivers the confidence-boosting sets and dresses you’ve been searching for. Shop the looks that get you noticed. 20% off your first order!
• •FOR THE GROWN & SEXY. Your style is your power. Unleash it with our latest collection of head-turning looks. This is fashion for the bold.
• •Subject: The Sale You've Been Waiting For Is ON. Hey, Baddie. Ready to level up your look for less? Our entire collection is on sale for a limited time. Don’t just walk into a room—make an entrance. Get your favorite GMB pieces before they’re gone.
• •The 'Kim K' Bodysuit: Some basics are anything but. This piece is designed to sculpt and empower, serving as the ultimate foundation for any look. Whether you're dressing it up with a skirt or down with jeans, it's pure confidence, simplified. You don't just wear it, you own it.