Brand Tone

Professional, Friendly, Empowering, Playful, Quality-Focused

Brand Values

• •Expertise & Education
• •Quality
• •Client & Student Empowerment
• •Individuality & Creativity
• •Welcoming & Inclusive Atmosphere
• •Passion & Dedication
• •Affordability (for products)

Best Practices

• •Embrace the "Expert Friend" Persona: Combine professional knowledge and expertise with a warm, approachable, and slightly playful tone. Avoid overly formal or stiff language, but always showcase skill and quality. Think of how Lea is described: a good listener who loves banter but is also highly skilled and experienced.
• •Inject Personality & Vibrancy: Reflect the salon's unique, colourful, and "weird and bright" physical environment in the language. Use emojis strategically (✨, 🎓, 👑, 😉) to add character, especially on social media, without overdoing it. Let the brand's "bubbly and outgoing" nature shine through.
• •Focus on Empowerment & Transformation: Whether addressing clients or students, frame the services and courses as tools for positive change, confidence-building, and achieving goals ("feel fierce," "build your empire," "unlock your true lash potential").
• •Be Consistent Across Platforms, Adapt for Audience: While the core tone should remain consistent, adapt the specific expression for each platform. TikTok can be more playful and use trending sounds/language, while the website's course descriptions should be detailed and professional, yet still inviting. Instagram can blend visual appeal with engaging, empowering captions.
• •Use "Insider" Language Authentically: Incorporate welcoming and community-building phrases like "Hey, Doll!", "Happy shopping huns!", "Leo Lash fam" where appropriate, particularly for the product line and when addressing the lash tech community. This fosters a sense of belonging and reflects the "by lash techs, for lash techs" ethos.

Social Perception

Clients perceive the salon as a place that provides high-quality treatments that make them feel "fierce and beautiful." Students view the training as thorough, supportive, and in-depth. Product users perceive it as offering high-quality, affordable supplies from a brand created "by lash techs for lash techs."

Copy Examples

• •Ready to boss your lash game? 🎓✨ Our award-winning, accredited courses aren't just about learning techniques; they're about building your empire! Led by Lea (14 years in the biz & a passion for your success!), you'll get in-depth skills, business smarts, and the confidence to slay. Join the Leo Lash fam – where expert training meets a whole lotta fun! #LeoLashAcademy #LashBoss #AccreditedTraining #BeautySchool #FierceFuture
• •Unleash Your Inner Sparkle! ✨ Discover our new [Treatment Name] at Leo Lash & Co. Our expert team is here to pamper you with top-quality service in a salon that’s as unique and vibrant as you are. Feel fierce, feel fabulous, feel YOU. Book your transformation today! #LeoLashAndCo #BeautyElevated #BingleySalon #FeelFierce
• •Hey Lash Queens! 👑 Want pro-quality lashes that won't break the bank? Leo Lash Range is HERE for YOU! Created by lash techs, for lash techs. Get those flawless results your clients will adore. 😉 Shop now and let's make some magic! (Link in bio) #LeoLashRange #LashSupplies #AffordableLuxury #LashTechLife #HeyDoll
• •We LOVE hearing from our amazing clients and students! ❤️ Jade said: 'Did my brow lamination course today with Leah and I absolutely loved it I learnt so so much... She is really lovely & I will definitely go back!' Stories like this fuel our passion! Ready for your own success story? Visit us at Leo Lash & Co! #ClientLove #StudentSuccess #LeoLashFamily #BingleyBeauty #TrainingExcellence
• •🏆 Award-Winning Salon & Academy in Bingley! ✨ Luxury Lashes, Brows, Beauty & More. 🎓 Accredited Training for aspiring #LashBosses. We're all about expert skills, a fun vibe & making YOU feel fierce! Not your average salon – come say hi! 👇 Bookings & Courses: [link]