Brand Tone

Youthful, Relatable, and Fun

Brand Values

• •Family & Togetherness
• •Authenticity & Trust
• •Accessibility & Affordability
• •Style as Self-Expression
• •Customer Satisfaction

Best Practices

• •Always Weave in the Family Story: Every piece of copy is an opportunity to reinforce the brand's origin. Use phrases like "Designed by Kesley and her mom," "A LeRoy family favorite," or "From our closet to yours" to maintain the personal, family-run narrative.
• •Use Relatable, Conversational Language: Write as if you're talking to a friend. Use contractions (it's, you'll), ask questions, and incorporate emojis where appropriate for the platform. Avoid overly formal or corporate jargon. The goal is to be approachable.
• •Highlight the Feeling, Not Just the Feature: Instead of just saying a sweater is "oversized" (a feature), describe how it makes you feel: "perfect for cozy days," "like a warm hug," or "effortlessly stylish." Connect the clothing to positive emotions and experiences.
• •Showcase Versatility and Real-Life Use: In descriptions and social posts, suggest how and where to wear the items. This helps customers visualize the clothes in their own lives and demonstrates value. Using phrases like "perfect for brunch dates or strolls in the park" makes the product more tangible.
• •Create a Sense of Community: Encourage user-generated content by asking customers to share their looks using a specific hashtag. Feature customer photos on social media and in emails. This reinforces the brand's community-focused values and provides authentic social proof.

Social Perception

Positive, follower-driven support due to authentic influencer connection (LeRoy family). Perceived as good quality for the price, balancing modesty and trends.

Copy Examples

• •That 'perfect dress' feeling ✨ We designed the A New Way Tiered Dress to be your go-to for literally everything. Brunch with friends? Check. Family dinner? Check. Feeling amazing? Double check! This was one of the first pieces Mom and I designed together, and we hope you love it as much as we do! #KesleyJadeCollections #FamilyStyle #OOTD
• •Your cozy day just got an upgrade. Meet the sweater you'll live in all season long. Designed for that perfect relaxed, oversized fit, this piece is all about effortless style and major comfort. Throw it on over leggings or your favorite pair of jeans for a look that's as fun as it is comfortable. It's a Kesley-approved favorite!
• •Hey V.I.P! ✨ The collection we designed as a family is here.
• •One pair of pants, two totally different vibes. How would you style our All For Me Pants? 👇 #GRWM #StylingHacks #KesleyJade
• •Fun You Can Wear. Styles designed by our family, for yours. Discover the collection that’s all about feeling good and having a great time. Shop New Arrivals.