Brand Tone

Aspirational & Confident, Modern & Street-Savvy, Quality-Conscious & Authentic, Direct & Engaging (on social media)

Brand Values

• •Quality & Longevity
• •Empowerment & Confidence
• •Elevation of the Everyday
• •Customer-Centricity
• •Growth & Ambition
• •Circularity (emerging)

Best Practices

• •Develop a Central Tone & Voice Guide: Create a document that explicitly defines HERA's brand voice (e.g., Confident, Aspirational, Modern, Direct but not aggressive, Quality-focused) with examples of "do's and don'ts." This should be shared with anyone creating content.
• •Focus on "Elevate Everyday": Ensure this core mission is woven into the narrative. Copy should connect product features (quality materials, versatile design) to the benefit of empowering the wearer in their daily life and personal growth.
• •Highlight Quality and Longevity Authentically: Instead of just saying "high quality," explain *why* it's high quality (e.g., "premium fabrics," "crafted for durability," "designed for real life"). Reference the "Rewear" program to substantiate claims of longevity.
• •Maintain Consistency Across Platforms, Adapting for Audience: While the core tone remains, the delivery can be adapted. For instance, TikTok might be more informal and energetic, while LinkedIn communications are more professional, but both should reflect the brand's confidence and commitment to quality.
• •Use Customer Language (Selectively): Incorporate positive phrases and keywords that customers use in reviews (e.g., "unreal quality," "so cosy," "perfect fit") where appropriate, as this can resonate authentically, especially in social media captions and product descriptions. However, always filter this through the established brand voice to maintain consistency.

Social Perception

Generally Positive, Focused on Quality and Style, Seen as a Go-To for Modern Staples, Influencer Approved, Improving Trust, Aspiring to Inclusivity (Fit)

Copy Examples

• •HERA: Beyond the Trend. Crafted for Your Ascent. Body: Don't just wear clothes. Wear your ambition. Our latest collection delivers uncompromising quality and the versatile style you need to conquer your everyday. Elevate your journey.
• •The [Jean Name] Jean: Redefining Denim. Again. Body: We started with the iconic skinny. Now, experience the next evolution. Premium, durable denim meets a perfected [fit type, e.g., relaxed, straight] cut, designed for all-day comfort and enduring style. This isn't just a pair of jeans; it's your new foundation.
• •Unmatched Comfort. Undeniable Style. The HERA Signature Sweatsuit. Caption: Engineered for life, designed for impact. Experience the difference of premium fabric and a fit that moves with you. Because your downtime deserves to be elevated. #HERAclothing #ElevateEveryday #QualityComfort
• •You Asked. We Listened. More [Popular Item, e.g., Cargos] Just Landed. Body: Your favourite HERA [Popular Item] are back, now in new washes and with the quality you trust. Built for versatility, designed to last. Secure yours before they’re gone. Shop the restock.
• •HERA isn't just a label. It's a mindset. It’s the confidence to pursue your growth, knowing your style is an extension of your strength. We craft the pieces that keep up. Quality that speaks for itself. Style that’s unmistakably HERA.