Brand Tone

Aspirational & Stylish, Direct & Informative, Energetic & Trendy, Approachable, Slightly Incomplete/Unpolished

Brand Values

• •Fashion-consciousness
• •Local Production
• •Variety & Inclusivity
• •Value for Money

Best Practices

• •Develop a Brand Voice and Tone Guide: Clearly define the brand's personality, core message, key terminology, and the appropriate tone for different platforms (e.g., slightly more playful on TikTok, more polished on the website). This guide should be accessible to everyone creating content.
• •Know Your Audience: Understand who you're talking to—their aspirations, language, and what resonates with them. Tailor the tone to connect authentically with this target demographic.
• •Be Consistent Across All Channels: While the style might adapt slightly (e.g., more emojis on social media), the core brand voice and personality should remain consistent everywhere, from website copy and product descriptions to social media posts and customer service interactions.
• •Infuse Brand Values: Let the brand's core values (e.g., local production, style, inclusivity) subtly shine through in the language used. If "Made in Bucharest" is a key value, find creative ways to weave it into the narrative.
• •Review and Refine: Regularly review your copy across all platforms to ensure it aligns with the defined tone and values. Get feedback and be open to refining the approach as the brand evolves. Pay attention to customer interactions and how they perceive the brand's communication.

Social Perception

Visually Appealing, Locally Rooted, Active Online, Customer Engagement, Potentially Lacking Deeper Brand Story

Copy Examples

• •Instagram Post (New Collection): "Step into your spotlight. ✨ Our new collection has just landed – designed in Bucharest, made for you. Discover styles that speak your language. Shop link in bio! #JovialeStore #NewCollection #MadeInRomania #FashionForward"
• •Facebook Ad (Sale): "Your wardrobe called, it's craving an update! 😉 Get the looks you love at prices you'll adore. Our [Season] Sale is ON NOW with up to [X]% off! Locally designed, globally desired. Don’t miss out! Shop Joviale.ro. #JovialeSale #BucharestFashion #StyleSteals"
• •TikTok Video Caption (Outfit Showcase): "Obsessed is an understatement. 💖 Which Joviale look is your favorite? Let us know below! 👇 #JovialeStyle #OutfitInspo #TikTokFashion #MadeForYou"
• •Website Banner (Homepage): "Joviale: Where Bucharest Craftsmanship Meets Your Unique Style. Explore Dresses, Sets & More. Sizes XS-XXXL. Shop Now & Shine!"
• •Product Description Snippet (for a dress): "Turn heads in the 'Elena' dress. Expertly crafted in our Bucharest atelier, this piece blends timeless elegance with modern flair. Perfect for [Occasion] or making any day feel special. Own your moment. #JovialeElegance #ShopLocalRO"