Brand Tone

Aspirational yet relatable, professional yet friendly, and empowering

Brand Values

• •Expertise & Quality
• •Natural Beauty & Individuality
• •Empowerment & Education
• •Authenticity & Passion
• •Cruelty-Free

Best Practices

• •Emphasize Expertise with a Personal Touch: Always ground advice and product descriptions in Kelley Baker's extensive experience and artistry, but maintain a friendly, approachable, and encouraging voice, as if Kelley herself is guiding the user.
• •Focus on Empowerment and Natural Beauty: Frame product benefits around enhancing the individual's natural features and boosting their confidence, rather than just selling a product. Use words like "your unique arch," "enhance," "empower," "confidence."
• •Maintain an Aspirational yet Accessible Feel: While leveraging the celebrity connection for credibility and aspiration, ensure the language makes the products and techniques feel achievable for everyone, not just stars. Highlight ease of use.
• •Be Educational and Generous with Knowledge: Incorporate tips, "how-to" elements, and explanations within product descriptions and social media captions, reinforcing the brand's commitment to teaching and sharing expertise.
• •Showcase Authenticity and Passion: Let Kelley Baker's genuine love for her craft and her clients shine through. Use storytelling where appropriate, and ensure all communications feel sincere and driven by a desire to help people look and feel their best.

Social Perception

Trusted Expert, High-Quality Products, Aspirational Brand, Educational & Helpful, Price Point awareness, Authenticity Questions (Minor), Anti-Microblading Stance.

Copy Examples

• •Headline: Unlock Your Best Brows: Expert Secrets, Naturally You. Body: Tired of trends that don't suit you? At Kelley Baker Brows, we believe in perfecting your unique arch. Discover our artist-developed products and an expert approach for brows that frame your face beautifully, every day. (Reflects: Expertise, Natural Beauty, Empowerment)
• •Headline: The Celebrity Brow, Simplified for You. Body: Get the A-list treatment at home. Kelley Baker, an architect of iconic arches for stars like the Kardashians and Zendaya, has bottled her magic. Easy-to-use, high-performance brow essentials for that effortlessly flawless look. (Reflects: Aspirational, Expertise, Relatable/Empowering)
• •Headline: More Than Makeup, It's Brow Confidence. Body: We're not just shaping brows; we're shaping confidence. Our cruelty-free, professional-grade products and easy-to-follow tutorials empower you to put your best face forward. Feel the Kelley Baker difference. (Reflects: Empowerment, Quality, Friendly)
• •Headline: Your Natural Arch, Elevated. No Stencils, Just Artistry. Body: Forget cookie-cutter brows. Kelley Baker’s signature freehand technique and meticulously crafted products enhance what you naturally have, creating arches that are uniquely yours, yet perfectly polished. (Reflects: Natural Beauty, Expertise, Individuality)
• •Headline: Join the KBB Tribe: Learn from the Brow Queen. Body: From our Venice salon to your vanity, Kelley Baker shares her passion and precision. Explore our tutorials, masterclasses, and cult-favorite products. It’s time to love your brows. (Reflects: Empowering, Community, Expert, Friendly)