Brand Tone

Friendly, Empowering, and Approachable

Brand Values

• •Inclusivity & Body Positivity
• •Affordability
• •Empowerment
• •Personal Curation & Small Business Charm
• •Community

Best Practices

• •Always Lead with Empowerment: Frame every piece of copy, from product descriptions to social media captions, around the core value of making the customer feel confident and beautiful. Use words like "celebrate," "empower," "flatter," and "shine."
• •Maintain a Conversational, Friendly Tone: Write like you re talking to a friend. Use contractions (e.g., "you're," "it's"), ask questions to encourage engagement, and incorporate emojis to add personality and warmth.
• •Highlight the "Why" Behind the "What": Don t just describe a product's features; explain its benefits from the customer's perspective. Instead of "This dress has an A-line cut," say "This dress features a flattering A-line cut that gives you room to move while highlighting your best features."
• •Incorporate the Founder's Story: Periodically remind your audience of the brand's origin. This reinforces authenticity and the small-business charm that sets it apart. Share behind-the-scenes content and personal anecdotes from the owner.
• •Be Consistent Across All Channels: Ensure the tone, language, and core messages are uniform across the website, email newsletters, Facebook, Instagram, and TikTok. A customer should have the same empowering and friendly experience no matter where they interact with the brand.

Social Perception

Positive and Supportive

Copy Examples

• •Stop scrolling! ✨ The dress you ve been dreaming of just landed. Our new Sunkissed Serenity Maxi Dress was made for sunny days and feeling fabulous. Comfortable, flowy, and designed to celebrate your curves. Who s ready to turn heads? 😉 Tap to shop!
• •Tired of boring plus-size options? So were we. Discover trendy styles that actually fit and feel amazing. Shop Johntines Boutique and get 15% off your first order!
• •💌 A little confidence boost, delivered.
• •Your Wardrobe's New Best Friends. Hand-picked styles designed to make you shine. Free shipping on orders $150+.
• •Meet the ultimate one-and-done outfit! Our City Chic Jumpsuit is your secret weapon for looking effortlessly put-together. The fabric is buttery soft with the perfect amount of stretch, and the waist-cinching tie creates a gorgeous silhouette. Dress it up with heels or keep it casual with sneakers. We know you ll love how you feel in this!