Brand Tone

Friendly, Accessible, and Encouraging

Brand Values

• •Quality & Comfort
• •Style & Versatility
• •Customer Satisfaction & Service
• •Empowerment & Confidence
• •Accessibility & Value

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining the brand's tone (Friendly, Accessible, Encouraging), key messaging themes (comfort, style, quality, empowerment), "do's and don'ts" for language, and examples of good/bad copy. Share this with anyone creating content.
• •Use "You-focused" Language: Address the customer directly (e.g., "You'll love how these feel," "Your go-to for comfort"). This makes the copy more personal and engaging, aligning with an accessible and friendly tone.
• •Highlight Benefits with Encouragement: Instead of just listing features, explain how they benefit the customer and tie it to a feeling of confidence or ease (e.g., "Our high-waisted design offers gentle tummy support, so you can move through your day feeling secure and fabulous!").
• •Maintain a Positive and Uplifting Vocabulary: Use words that evoke comfort, happiness, confidence, and ease. Avoid overly technical jargon or exclusionary language. Keep it light and relatable.
• •Review and Align Across All Channels: Regularly audit website copy, product descriptions, social media posts, email newsletters, and customer service responses to ensure they all reflect the established friendly, accessible, and encouraging tone. Consistency builds trust and brand recognition.

Social Perception

Positive, Functional & Product-Focused, Emerging Brand Awareness

Copy Examples

• •Homepage Banner: "Your perfect pair is waiting! Discover leggings that move with you, from sofa snuggles to your next PB. Comfort, style, and a sprinkle of confidence – that's the Just Leggings promise."
• •Product Description (New Arrival): "Meet your new favourite leggings! Crafted for ultimate comfort and head-turning style, these beauties will take you from your morning workout to your evening wind-down effortlessly. Feel good, look amazing – you’ve got this!"
• •Social Media Post (Instagram): "Shine bright in our latest collection! ✨ Whether you're chasing goals or just chasing comfort, we've got the leggings to match your vibe. Tap to shop and find your perfect fit! #JustLeggings #ComfortAndStyle #EverydayAwesome"
• •Email Subject Line (Sale): "Treat Your Legs! 😍 Unmissable deals on your favourite comfy leggings are here!"
• •Blog Post Intro: "Let's talk leggings! Finding that perfect pair that feels like a second skin while making you feel fabulous can be a game-changer. We believe every body deserves to feel comfortable and confident, and that's why we pour our hearts into creating leggings you'll love to live in."