Brand Tone

Aspirational, Curated, Effortless Chic, Friendly & Welcoming, Informative & Helpful

Brand Values

• •Quality Craftsmanship
• •Timeless Style over Fleeting Trends
• •Curated Selection
• •Customer Experience (In-Store Focus)
• •Supporting Independent Designers

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Lake's tone (aspirational, curated, effortless, chic, welcoming, informative) with examples of do's and don'ts. Share this with anyone creating content.
• •Use Elevated yet Accessible Language: Avoid overly casual slang or overly technical jargon. The language should feel sophisticated but still relatable and easy to understand (e.g., "drapes beautifully," "refined simplicity," "understated statement").
• •Highlight Curation and Quality: Consistently use words like "curated," "handpicked," "finest materials," "craftsmanship," and "timeless design" to reinforce brand values.
• •Focus on the "Effortless" Lifestyle: Frame products not just as items, but as contributors to an effortless, stylish, and luxurious way of life. Emphasize how pieces can be easily integrated into a wardrobe.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the accompanying visuals. Bright, clean, and well-styled imagery on Instagram and the website reinforces the "effortless chic" and "everyday luxury" message.

Social Perception

Positive: Many customers seem to appreciate the unique and high-quality selection of clothing and home furnishings. The boutique is seen as a place for "everyday luxury" and "effortless style." The curated nature of their collection is a recurring positive theme.Aspirational Brand: It is perceived as a higher-end boutique carrying desirable designer labels.

Copy Examples

• •Instagram Post (New Arrival - Dress): Introducing your new go-to for sun-drenched afternoons and elegant evenings. This Ulla Johnson dress, crafted from the finest silk, drapes beautifully for an effortlessly chic silhouette. Discover the art of refined simplicity. #LakeBoutique #UllaJohnson #EverydayLuxury #OttawaStyle #NewArrival
• •Website Banner (Seasonal Collection): Embrace the Season with Lake. Explore our curated collection of timeless pieces designed for effortless style and enduring quality. Your journey to everyday luxury starts here.
• •Email Subject Line (Promotion/Event): An Invitation: Discover Exquisite New Arrivals at Lake Boutique. Email Body Snippet: Step into a world of curated elegance. Join us this week to experience the latest collection, handpicked for its exceptional craftsmanship and timeless appeal. Let our stylists help you discover pieces that speak to your unique style.
• •Instagram Story (Styling Tip): (Image: Flat lay of a sweater, jeans, and an accessory) Effortless layers for a polished weekend. This cozy cashmere knit from AGOLDE pairs perfectly with classic denim. Add a touch of gold with our latest Gjenmi bracelet for an understated statement. Curated for you. #LakeStyle #StylingInspo #AGOLDE #GjenmiJewelry #OttawaBoutique
• •"About Us" Snippet Refresh (Focus on Curation): At Lake Boutique, we believe in the power of pieces that tell a story. Our passion lies in sourcing a meticulously curated collection of contemporary fashion and lifestyle objects that blend everyday luxury with effortless style. We seek out quality craftsmanship and timeless design, bringing you a unique selection you won't find anywhere else in Ottawa.