Brand Tone

Aspirational yet accessible, welcoming, customer-focused, direct, service-oriented, professional, and friendly.

Brand Values

• •Accessibility
• •Customer-Centricity
• •Curated Quality
• •Value

Best Practices

• •Lead with the Benefit: Always frame copy around how the customer will feel or what they will gain (e.g., "Feel confident," "Simplify your style") rather than just listing product features.
• •Use "You" and "Your": Directly address the customer to create a personal and inviting connection. This reinforces the customer-centric value.
• •Maintain a Positive and Encouraging Tone: Use words like "discover," "elevate," "celebrate," and "effortless" to create an aspirational and supportive feel. Avoid jargon or overly exclusive fashion terminology.
• •Emphasize Value Beyond Price: While affordability is a key value, also highlight the value in quality ("premium fabric"), curation ("hand-picked styles"), and service ("we're here to help").
• •Be Consistent Across All Touchpoints: Ensure the same accessible and aspirational tone is used on the website, in email communications, on product tags, and in any future social media or advertising efforts to build a cohesive and recognizable brand identity.

Social Perception

Neutral and largely undefined due to limited online presence; primarily shaped by internal marketing, presenting a clean slate for reputation building.

Copy Examples

• •Style, simplified. Discover curated collections of timeless fashion, designed for your everyday and every occasion. Welcome to your new favorite boutique.
• •The perfect dress for wherever your day takes you. Effortlessly transition from a coffee meeting to an evening out with this elegant and comfortable piece. Crafted from premium fabric, it’s the wardrobe staple you’ve been searching for. Feel beautiful, feel confident.
• •Lillian's was founded on a simple idea: that great style shouldn't be a luxury. We are passionate about curating high-quality, beautiful clothing that is both affordable and made to last. We're more than just a boutique; we're your partner in building a wardrobe that makes you feel incredible.
• •Your Weekend Outfit is Waiting... + 10% Off Inside!
• •Confidence looks gorgeous on you. ✨ Our latest collection is here to celebrate your unique style with pieces that are as versatile as you are. Tap to explore looks you'll love, season after season. #LillianStyle #UKFashion