Brand Tone

Feminine & Romantic, Approachable & Friendly, Enthusiastic & Passionate, Aspirational & Whimsical, Grateful & Authentic

Brand Values

• •Quality Craftsmanship
• •Supporting Local Artisans
• •Customer Satisfaction & Connection
• •Feminine Empowerment & Self-Expression
• •Petite-Friendly Fit
• •Transparency (emerging)

Best Practices

• •Embrace "Feminine & Dreamy" Language: Consistently use words like "dreamy," "romantic," "elegant," "fairy," "princess," "beautiful," "gorgeous," and "floral" in descriptions and captions to reinforce the brand's core aesthetic.
• •Maintain an "Approachable Bestie" Voice on Socials: Continue the friendly, enthusiastic, and slightly informal tone, especially on TikTok and Instagram. Use emojis strategically (✨, 🌸, 💖, 🥹, 🫶🏻), ask questions, and respond to comments to foster community.
• •Highlight Artisan Craftsmanship & Vietnamese Roots: Regularly weave in the story of supporting Vietnamese artisans and the skillful creation of the dresses. This is a unique selling proposition and appeals to conscious consumers.
• •Show, Don't Just Tell, Petite-Friendliness: Continue to emphasize and demonstrate how the dresses cater to petite figures in visuals and copy. This addresses a specific customer need and builds loyalty.
• •Be Genuine and Share the Journey: Continue Hannah's authentic presence, sharing the passion behind the brand and the small business experience. This builds trust and a stronger connection with the audience.

Social Perception

Heilocloset is generally perceived as a legitimate source of beautiful, high-quality, feminine dresses, particularly floral and petite-friendly styles. Customers appreciate the unique designs and the support for Vietnamese artisans. The personal touch of the owner and her engagement on TikTok contribute positively to this perception. Many customers express high satisfaction with the fit and feel of the dresses.

Copy Examples

• •Instagram Post (New Arrival): Stop scrolling, dream dress alert! 🌸✨ Our new [Dress Name] has just landed, handcrafted with love by Vietnamese artisans. Feel like pure magic. Tap to shop your fairytale! #Heilocloset #FloralDream #PetiteFashion #SupportSmallBiz #NewCollection
• •TikTok Video Caption (Try-On Haul): Your search for the perfect spring dress ends HERE! 🌷 Trying on some of our prettiest, petite-friendly floral frocks. Which one is your fave? Let me know! 👇 P.S. Hannah (our founder!) personally checks measurements to help you find THE one! 😉 #HeiloHaul #TikTokFashion #DreamyDresses #FashionBestie #VietnameseDesign
• •Website Product Description (Highlighting Values): Meet the [Dress Name] – where romantic design meets artisan skill. Each stitch tells a story, supporting talented local Vietnamese creators. Made from [Material e.g., soft, breathable cotton], this dress isn't just an outfit; it's an experience. Designed to flatter, especially if you're petite! Feel effortlessly beautiful. #MadeInVietnam #EthicalFashion #HeiloValues
• •Email Marketing (Special Occasion): Make your next occasion unforgettable with Heilocloset! ✨ Whether it's a garden party, graduation, or just because you deserve to feel amazing – our dreamy, feminine dresses are here to make you shine. Handcrafted quality you can feel. Discover your 'princess' moment! #SpecialOccasionDress #FeelBeautiful #HeiloStyle
• •Instagram Story (Interactive): Spotted: You, looking absolutely stunning in Heilocloset! 😍 Feeling that main character energy in our [Dress Name] dress? ✨ Poll: What makes you feel most confident in a dress? [Poll: A) The Perfect Fit B) The Unique Design C) The Story Behind It] #HeiloCommunity #ConfidenceInBloom