Brand Tone

Confident & Empowering, Elegant & Sophisticated, Contemporary & Trend-Aware, Conscious & Passionate, Approachable & Community-Oriented

Brand Values

• •Confidence & Self-Expression: "Our creations celebrate women and their self-confidence. A true expression of beauty, determination and attitude. Be who you want to be."
• •Quality & Timelessness: "KAOÂ is a lifestyle brand that creates beautiful heirloom items that will live in your closet forever."
• •Sustainability & Responsibility: "All our pieces are made to order in Portugal with utter care for our planet." "Zero fast fashion - all pieces are produced at the time of purchase to reduce environmental impact."
• •Exclusivity & Uniqueness: "Unique yet affordable pieces that enhance the feminine character." "Our production is limited..."
• •Inspiration & Trend Relevance: Inspired by "life, global influences from social media, street style and pop culture." They "constantly work to bring you the latest trends, combined with creativity and freedom of expression."
• •Authenticity & Girl Power: Collaborations with "real, amazing and inspiring women who represent our customers and our brand." "Girl power is at the heart of the brand."

Best Practices

• •Develop a Brand Voice Chart: Clearly document the brand's personality traits (e.g., Confident, Elegant, Conscious, Approachable), a "we are this, not that" list, and specific vocabulary or phrases to use and avoid. This serves as a guide for all content creators.
• •Focus on "Her": Always write with the target KAOÂ woman in mind – confident, stylish, conscious, and looking for unique, quality pieces. Address her aspirations and values.
• •Highlight Core Values Consistently: Weave in mentions of sustainability ("made-to-order," "zero fast fashion," "care for our planet"), quality ("heirloom," "crafted in Portugal"), and empowerment ("confidence," "be who you want to be") naturally across all communications.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (elegant, sophisticated, contemporary). The language should feel as curated and stylish as the clothing itself.
• •Engage and Build Community: Use an inviting and inclusive tone in social media interactions. Encourage user-generated content using specific hashtags like #KAOÂGIRLS and respond authentically to foster a sense of belonging and shared values.

Social Perception

Stylish & Fashion-Forward, Sustainable Choice, Quality Portuguese Brand, Engaging & Modern, Trustworthy (Online Presence)

Copy Examples

• •Headline: KAOÂ: Elevate Your Moments. Ethically Crafted, Uniquely You. Body: Discover timeless pieces, made-to-order in Portugal with passion and purpose. Because true style is confident, conscious, and created to last. #KAOÂGIRLS #SustainableFashion
• •Social Media Post (Image of a woman confidently wearing a KAOÂ dress at an event): Caption: Own the room. Our latest collection is designed for the woman who defines her own elegance. Made with care for you and the planet. ✨ #KAOADress #ConfidentStyle #MadeInPortugal #HeirloomQuality
• •Product Description Snippet (for a versatile dress): More than just a dress, it's a statement of your unique style and a commitment to conscious choices. Crafted with passion in Portugal, this made-to-order piece is designed to be cherished, empowering you from day to night, season after season.
• •Email Subject Line: New Arrivals: Be Bold, Be You, Be KAOÂ Email Body Preview: Inspired by global trends, designed for your confidence. Explore limited-edition pieces that speak to your unique style and values.
• •Brand Story Snippet (for "About Us" page or social media): At KAOÂ, we believe in fashion that empowers and endures. Born from a passion to make women feel their most confident, each piece is a celebration of individuality and a step towards a more sustainable future. Join the #KAOÂGIRLS embracing style with substance.