Brand Tone

Aspirational & Elegant: The language used is sophisticated, focusing on concepts like "timeless chic," "elegance," and "graceful" designs. It aims to inspire readers to achieve a higher standard of style modeled by royalty. Informative & Authoritative: The brand presents itself as a knowledgeable resource, providing detailed information on specific clothing items, designers, and the history behind certain fashion choices. Accessible: While aspirational, the brand makes a concerted effort to be accessible, frequently featuring "looks for less" and highlighting when royals wear affordable high-street brands.

Brand Values

• •Timelessness
• •Quality & Craftsmanship
• •Authenticity & Relatability
• •Inspiration

Best Practices

• •Use an Elegant Vocabulary: Incorporate words like "elegant," "timeless," "sophisticated," "chic," "tailored," and "poised" to maintain the aspirational tone. Avoid overly casual slang or jargon.
• •Balance Aspiration with Accessibility: Always pair high-end designer features with affordable alternatives. Phrases like "The Look for Less," "Royal Style on a Budget," or "High-Street Heroes" reinforce the value of providing attainable fashion.
• •Focus on Storytelling: Don't just list products. Tell the story behind the outfit. Where was it worn? What is the significance of the designer? This adds depth and authority to the content, aligning with the informative value of the brand.
• •Maintain a Positive and Respectful Voice: The brand's credibility rests on being a respectful observer of the royal family. All copy should remain focused on fashion and style, steering clear of personal gossip or controversy.
• •Be Detail-Oriented and Informative: Accuracy is key. Double-check brand names, product details, and event contexts. Providing precise, well-researched information builds trust and positions 'Like A Duchess' as the go-to resource in its niche.

Social Perception

Positive Association: The brand benefits from the "Kate effect," driving significant traffic and interest, seen as a valuable resource for identifying and acquiring coveted pieces. Community Hub: There is a strong, engaged community of royal fashion enthusiasts, actively discussing outfits and seeking advice. Focus on Affordability is Key: Content providing budget-friendly alternatives is particularly well-received. Neutral & Positive Framing: The brand maintains a positive and respectful tone, avoiding gossip and focusing purely on fashion and lifestyle, positioning it as a reliable and drama-free source.

Copy Examples

• •Timeless, tailored, and the perfect touch of regal elegance. The Princess of Wales stepped out today in a stunning emerald green coatdress by Emilia Wickstead, a masterclass in sophisticated outerwear. We've found the exact piece, plus three inspired-by alternatives to bring this classic look into your own wardrobe. Swipe to see and tap the link in bio to shop the style.
• •Your Guide to Royal-Approved Weekend Wear (It's more affordable than you think!)
• •Love Kate Middleton's classic style? We do too! At 'Like A Duchess,' we track every elegant outfit and find you the exact matches and budget-friendly lookalikes. From high-street blazers to timeless handbags, get the royal look for less. Click to discover the latest styles straight from the palace.
• •How to style a simple white trainer, the royal way. Meghan Markle pairs her Veja sneakers with everything from tailored trousers to casual dresses. Get inspired by her effortlessly chic looks and find out where to shop her favorite sustainable brand.
• •5 Handbag Brands The Royal Family Swears By (And Why They're Worth the Investment)