Brand Tone

Casual, trendy, energetic, and community-oriented, using informal language and emojis to foster a sense of style and belonging.

Brand Values

• •Self-Expression
• •Community
• •Trendiness
• •Quality

Best Practices

• •Choose One Identity: The most critical step is to resolve the brand's identity crisis. Meu Cap must decide if it is a cycling equipment store or a fashion headwear brand. All subsequent actions depend on this choice. The website, products, and social media must be fully aligned.
• •Define a Clear Voice Persona: Based on the chosen identity, create a detailed persona for the brand's voice. Is it an expert cycling guide or a cool, urban tastemaker? This persona should guide every piece of copy, from product descriptions to social media replies.
• •Create a Style Guide: Develop a simple document outlining the brand's tone. Include do's and don'ts, a list of preferred words/phrases (e.g., 'estilo', 'atitude', 'coroar') and words to avoid (e.g., technical jargon if focusing on fashion). This ensures consistency across all team members.
• •Be Consistent Across All Channels: The tone used on Instagram must match the tone on the website's product pages, in customer service emails, and on any packaging. A customer who loves the 'cool' Instagram persona will be put off by a generic, robotic email.
• •Engage with Your Community in Their Language: Listen to how your target audience communicates. Use the slang, emojis, and references they use (authentically). On social media, this means replying to comments and DMs in the same friendly, casual tone used in posts, fostering a genuine connection.

Social Perception

For the fashion/cap consumers, the brand is perceived as cool, modern, and stylish, drawing them to its aesthetic and community vibe. However, a significant disconnect arises when they visit the website, which predominantly features cycling gear, leading to confusion.

Copy Examples

• •Crown your style. The new [Cap Model Name] just landed and is ready to rule the streets with you. It's not just a cap, it's the missing piece of your look. Get yours before it's gone. Link in bio! #MeuCap #Cap #UrbanStyle #NewArrival
• •Your head, your rules. At Meu Cap, you'll find the perfect cap that speaks for you. Premium quality, exclusive design, and the perfect fit for your day-to-day. Discover your new favorite brand. Shop now and get 10% off your first order.
• •MORE THAN AN ACCESSORY. A STATEMENT. (Subtitle: Discover caps made for those with attitude.)
• •Battle of Styles! Which one is more your vibe? Vote for your favorite and help us decide which one to restock next!
• •Hey, [Customer Name]! Great to have you with us. At Meu Cap, we believe a cap can change everything. We're here to help you find the one that fits your personality. To start off on the right foot, how about 10% OFF your first purchase? Use code: MYSTYLE10. Let's make history together, one cap at a time.