Brand Tone

Elegant, Aspirational, and Graceful. Polished and sophisticated, inspiring confidence and style. Feminine and celebratory, positioning apparel as a means of expressing personal style with grace.

Brand Values

• •Quality Craftsmanship
• •Timeless Elegance
• •Community and Connection
• •Authenticity and Heart
• •Empowerment through Style

Best Practices

• •Create a Tone of Voice Guide: Document the brand's tone (Elegant, Aspirational, Graceful) and list "on-brand" words (e.g., elegance, timeless, flawless, craft) and "off-brand" words (e.g., cheap, trendy, casual slang). Share this with everyone who writes for the brand.
• •Use Elegant and Evocative Language: Consistently choose words that evoke sophistication and emotion. Instead of saying "nice dress," use phrases like "beautifully designed apparel." Focus on the feeling and experience of wearing the clothes, not just the product features.
• •Maintain a Consistent Narrative: Always tie the copy back to the brand's core values. Whether it’s a product description or a social media post, reference the commitment to quality, timelessness, and the idea of building a "Janam family."
• •Speak Directly to the Target Audience: Write as if you are speaking to an intelligent, style-conscious woman who appreciates quality. The tone should be respectful and inspiring, making her feel understood and catered to.
• •Review and Refine All Content: Before publishing, review all copy to ensure it aligns with the established tone. This includes ad copy, social media captions, customer service replies, and website text. Consistency is key to building a strong, recognizable brand voice.

Social Perception

Janam.pk is perceived as a reliable and stylish brand for modern Pakistani women seeking elegant and easy-to-wear eastern outfits. The focus on co-ord sets positions them as a contemporary and convenient choice. Customers appreciate the aesthetic and design, though a recurring critique is the lack of price transparency on social media posts. Overall, it's seen as a quality mid-range fashion brand delivering on its promise of elegant, ready-to-wear solutions.

Copy Examples

• •Embrace the Art of Elegance. Introducing the 'Ethereal Bloom' Collection. Each piece is a canvas of delicate prints and flawless cuts, designed to move with you through every moment of your day. Discover a new standard of grace. #JanamStyle #EtherealBloom #FlawlessFit
• •Your Signature Style, Effortlessly Delivered. Busy schedule? Janam.pk has you covered. Our ready-to-wear co-ord sets blend timeless design with modern comfort, taking you from boardroom to brunch with confidence. Shop now and enjoy free delivery across Pakistan. #JanamPk #WardrobeEssentials #EffortlessFashion
• •The Style You Love, Now on Sale. A touch of elegance is now within reach. Enjoy up to 40% off on our most-loved collections. Curate your perfect wardrobe with pieces that speak to your grace and style. Limited time only. #JanamSale #LuxuryForLess
• •It’s all in the details. ✨ Watch how our intricate embroidery and luxury lawn fabric come together. This is more than a dress; it’s a feeling. Get ready to turn heads. #Janam #SummerCollection #Chikankari
• •Subject: A Special Welcome to the Janam Family. Body: As part of our inner circle, we believe in celebrating style and craftsmanship with you. Our latest collection is born from a passion for quality and a love for timeless design. We’re not just making clothes; we’re building a community of women who value authenticity and elegance. Thank you for being part of our story. #JanamFamily