Brand Tone

Aspirational & Elegant, Fashion-Forward & Trendy, Direct & Informative, Community-Oriented

Brand Values

• •Quality & Exclusivity
• •Style & Elegance
• •Prestige
• •Customer Service
• •Tradition & Establishment

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., sophisticated, modern, approachable luxury), and key messaging pillars. Share this with anyone creating content.
• •Use Consistent Lexicon: Identify and consistently use a set of words and phrases that align with the brand's aspirational and elegant positioning (e.g., curated, exclusive, artisan, premier, signature style). Avoid slang or overly casual language.
• •Focus on "Show, Don't Just Tell": Instead of just saying "high quality," describe the elements that convey quality (e.g., fine Italian leather, meticulous craftsmanship, luxurious fabrics).
• •Maintain Visual & Textual Harmony: Ensure that the tone of the copy aligns with the visual aesthetic of the website and marketing materials. Elegant imagery should be paired with sophisticated language.
• •Target Audience Adaptation (without losing core tone): While maintaining the core elegant and aspirational tone, subtly adapt nuances for different segments or platforms if necessary. However, the fundamental brand voice should remain consistent to avoid brand dilution.

Social Perception

Retailer of genuine, high-end fashion products, primarily targeting a Spanish-speaking audience interested in designer labels. The perception is largely shaped by the brands they carry (Hugo Boss, Ralph Lauren, Carolina Herrera, etc.), associating Dicons with the established reputation of these international designers.

Copy Examples

• •Discover Dicons: Where global luxury meets your signature style. Explore curated collections from the world's most coveted designers.
• •Elevate your wardrobe with Dicons. Indulge in unparalleled quality and timeless elegance. Shop the new season.
• •Beyond fashion, it's a statement. Experience the prestige of international design, exclusively at Dicons.
• •From runway inspiration to your reality. Dicons brings you the latest from Hugo Boss, Carolina Herrera, and more.
• •Craft your iconic look. Explore a world of sophisticated style and exceptional craftsmanship at Dicons.