Brand Tone

Empowering, nostalgic, unapologetically celebratory, friendly, personal, confident, defiant, joyful, and playful, often using informal language and emojis.

Brand Values

• •Empowerment and Self-Worth
• •Reclaiming Narratives
• •Cultural Celebration
• •Authenticity
• •Community and Inclusivity

Best Practices

• •Lead with the 'Why': Always connect the copy back to the brand's core mission. The founder's story of turning a negative comment into an empowering brand is your greatest asset. Use it in 'About Us' pages, social media posts, and product descriptions to remind customers they are buying into a movement, not just a product.
• •Use 'You' and 'We' to Foster Community: Speak directly to your customer as 'you' and refer to the brand and its community as 'we' or 'us.' This reinforces the feeling of a shared space and identity, making the customer feel seen and included. Phrases like 'The hoodie that unites black girls all around the world!' are very effective.
• •Embrace Nostalgia with Sensory Language: When writing about collections like 'Childhood' or 'Around The World,' use descriptive words that evoke feelings, sounds, and sights from the 90s and 2000s. Talk about the *feeling* of a warm hoodie, the *joy* of nostalgia, and the *magic* of childhood to create a powerful emotional connection.
• •Be Confident and Unapologetic: Your brand voice is defiant. Use strong, declarative sentences. Don't shy away from addressing the negative stereotypes the brand was created to combat. Copy like "'Good Hair' is Black Hair" is powerful because it's direct and leaves no room for debate.
• •Maintain a Consistent, Personal Tone: From the website's welcome message to Instagram captions, maintain the friendly and personal tone set by the founder. Use exclamation points, emojis, and informal greetings where appropriate to make the brand feel approachable and authentic, like a message from a supportive friend.

Social Perception

Highly positive, seen as a brand with high-quality products and an empowering mission. Customers appreciate the positive experience, fast shipping, and strong connection to the founder's authentic personality and purpose.

Copy Examples

• •Instagram Post (for the 'Good Hair' Jacket): Image: A stylish Black woman confidently wearing the 'Good Hair' jacket, which features a silk-lined hood. Caption: 'They called it 'unprofessional.' We call it culture. The 'Good Hair' Jacket, complete with a silk-lined hood to protect your crown. This isn’t just a look, it’s a statement: ALL our hair is good hair. ✨ #HelloBlackChild #GoodHairIsBlackHair'
• •Product Description (for 'Childhood' Collection Hoodie): Title: The Childhood Hoodie. Body: 'Remember Saturday morning cartoons and carefree summer days? We bottled up that feeling and put it into our Childhood Hoodie. Made with ultra-soft, premium fabric, this piece is a warm hug of nostalgia. It’s more than a hoodie—it’s a reminder of the joy, wonder, and magic of being a Black child. Feed your inner child. 🌈'
• •Email Marketing Subject Line: 'A Love Letter To Your Younger Self Is Inside...' Body Preview: 'Hey Beautiful, We made something to remind you of the magic you've always had. Get ready for a dose of pure nostalgia...'
• •TikTok Video Concept: Audio: A trending sound about confidence or a 'glow up.' Visuals: A quick montage showing negative comments or stereotypes about Black style (e.g., 'too loud,' 'ghetto'). Then, transition to a montage of different Black women of all shades and sizes looking joyful and stylish in Hello Black Child apparel. On-Screen Text: 'They didn't get it then. They get it now. 😉 #BlackGirlMagic #UrbanFashion #HelloBlackChild'
• •Website Banner Text: Headline: 'Unapologetic Style. Undeniable Culture.' Sub-headline: 'Hello Black Child is your space to be you. Loudly, proudly, and beautifully. Welcome to the family.'