Brand Tone

Friendly and Approachable, Empowering and Inclusive, Community-Focused, Enthusiastic and Passionate

Brand Values

• •Customer Satisfaction
• •Inclusivity
• •Authenticity
• •Affordability and Style
• •Community Spirit
• •Empowerment

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your brand tone (e.g., friendly, empowering, enthusiastic) with examples of do's and don'ts. Share this with anyone creating content.
• •Know Your Audience Deeply: Understand who "real women" are for Milou Dress House – their lifestyles, aspirations, and pain points. Tailor language to resonate with them authentically. The founder's story of being a mum and identifying a fashion gap is a great starting point.
• •Use "You" and "We" Generously: Focus on the customer ("you") and foster a sense of community and shared experience ("we," "your Milou crew"). This aligns with being "more than just a boutique, it's a community."
• •Inject Personality and Enthusiasm: Don't be afraid to use emojis where appropriate (especially on social media), exclamation points, and enthusiastic language that reflects Alicia's passion (e.g., "eep — stay tuned!", "Mwahh!"). Keep it genuine and avoid overdoing it.
• •Show, Don't Just Tell: Instead of just saying you're community-focused, show it through customer features (with permission), local event participation, and responsive, friendly interactions online and in-store. Highlight stories and testimonials that reflect the brand's values in action.

Social Perception

Trusted Local Boutique, Reliable for Sizing and Quality, Stylish and On-Trend, Supportive of Real Women, Community-Oriented

Copy Examples

• •Instagram Post (New Arrival): Hello gorgeous! 👋 Just landed: the [Dress Name] that's basically sunshine in a dress! ☀️ Perfect for weekend brunches, school runs, or just because you deserve to feel fabulous. Made for real life and real bodies, because at Milou, we believe fashion should be fun and make you feel amazing! Pop in-store or tap to shop online – we can’t wait to see you shine! ✨ #MilouDressHouse #TownsvilleFashion #RealStyleForRealWomen #NewCollection #FeelGoodFashion
• •Facebook Ad (Targeting Busy Mums): Hey Mums! 👋 Juggling it all and still want to look chic? We get it! Milou Dress House is your go-to for stylish, comfy, and affordable fashion that fits your busy life (and makes you feel incredible!). From easy-to-wear dresses to a-minute staples, we’ve got your back. Because you deserve to feel confident and seen, every single day. Shop online for Australia-wide delivery! 💖 #MilouForMums #TownsvilleBoutique #StylishComfort #YouDeserveIt #ShopLocalOnline
• •Website Homepage Banner: Welcome to Milou Dress House – where fashion feels like you! 🎉 Fun, flattering, and feel-good styles for every woman, every day. We're more than a boutique; we're your Townsville fashion community. New arrivals weekly! #MilouDressHouse #FashionForYou #TownsvilleStyle #InclusiveFashion
• •TikTok Video Caption (Staff showcasing outfits): Your Milou crew is here to sprinkle some style on your feed! 😉 Obsessed with these new [Outfit type] – perfect for feeling comfy AND cute. Which look is your fave? Let us know below! 👇 Come say hi in Townsville or shop 24/7 online! 🛍️ #MilouVibes #TownsvilleLocal #BoutiqueFun #OOTDInspo #RealFashion
• •Email Newsletter Subject Line: Just In: Your New Favourite Outfit Awaits! (Plus, a little something from Alicia 💌) (Body snippet): Hi lovely, Alicia here! I’m so excited to share our latest collection, handpicked with you in mind. At Milou, we're all about helping you find those pieces that make you feel confident and fabulous. Because you absolutely deserve it! ...