Brand Tone

Empowering, Inspirational, Friendly, Approachable, Authentic, Relatable, Fun, Energetic, Community-Oriented

Brand Values

• •Empowerment
• •Individuality and Uniqueness
• •Resilience
• •Authenticity
• •Community and Support
• •Living Fully ("Live Big")

Best Practices

• •Embrace the "Mermaid Walking" Metaphor: Consistently weave in the imagery and meaning of being a "mermaid walking" – strong, unique, defying expectations, and confident even when feeling out of place. Use phrases like "make waves," "defy the odds," "your hype girl."
• •Speak Directly to Your "Badass" Customer: Address your audience with empowering and slightly edgy but friendly terms like "mermaid," "sassy," "badass." Make them feel seen and celebrated for their strength and individuality.
• •Infuse Positivity and Inspiration: Ensure that the overall message is uplifting and motivational. Share stories (even small anecdotes) of resilience, pursuing dreams, and the joy of self-expression through fashion. The motto "Be the reason someone smiles today!" is a good touchstone.
• •Maintain an Authentic and Relatable Voice: Continue sharing behind-the-scenes content, personal insights (where appropriate, like Ali's journey), and interact genuinely with the community. Avoid overly corporate or impersonal language.
• •Highlight Community and Connection: Emphasize the "clubhouse" feel and the supportive network around the brand. Encourage interaction, sharing, and celebrating each other. Use inclusive language that fosters belonging.

Social Perception

Positive, Engaging, Inspiring, Unique, Stylish, Local Gem with Broader Reach

Copy Examples

• •Instagram Post (New Arrival): "Stop scrolling, Mermaid! ✨ This new [Item Name] just dropped, and it's practically *begging* you to go make some waves. Ready to feel as badass as you truly are? Tap to shop and let your inner mermaid walk tall! #MermaidWalkingBoutique #NewCollection #BeTheReasonSomeoneSmiles #UniqueStyle #EmpoweredWomen"
• •Facebook Ad (Promoting Live Sale): "Feeling like a fish out of water lately? 🐠➡️🧜‍♀️ Our clothes are your ultimate hype girl! Join Ali LIVE tonight at 7 PM MST for a splash of fun, fabulous new arrivals, and the empowering vibes you need to conquer your week! Let's find the pieces that remind you just how incredible you are. Link in bio to join the VIP group for a reminder! #LiveSale #MermaidWalking #FashionTruckToStore #CommunityLove #DefyTheOdds"
• •Website Homepage Banner: "Life's too short for boring clothes. Unleash your inner mermaid: unique, fearless, and ready to make waves. Shop pieces that inspire you to live big and remind you – you're a freaking mermaid walking. [Shop Now Button]"
• •Email Subject Line (for Newsletter): "Hey Badass, Your Next Adventure Called (It Wants a New Outfit!) 😉 Email Body Snippet: At Mermaid Walking Boutique, we believe your wardrobe should be as bold and adventurous as your dreams. Each piece is handpicked to make you stand a little taller, act a little braver, and remember the incredible, odds-defying mermaid you are. [Link to New Arrivals]"
• •TikTok Video Caption (Try-On Haul): "Serving looks that say 'I can run the world in this!' 💁‍♀️✨ Which outfit is screaming 'badass mermaid' to you? Let me know in the comments! All these gems are dropping on the site NOW! #MermaidWalking #TryOnHaul #FashionThatEmpowers #OOTD #ShopSmall"