Brand Tone

The brand's tone is empowering, confident, and playful. It positions itself as bold and unapologetic, using phrases like "unfiltered fashion for unapologetic women" and "designed to be noticed." The language is aspirational yet approachable, encouraging self-expression and individuality. On TikTok, the tone is trendy and lighthearted, aligning with the platform's culture while consistently reinforcing a message of self-confidence.

Brand Values

• •Individuality and Self-Expression
• •Confidence
• •Quality
• •Community
• •Customer Trust

Best Practices

• •Lead with Confidence: Every piece of copy, from a product description to a customer service email, should be infused with a tone of empowerment and self-assurance. Use strong, active verbs and avoid hesitant language.
• •Embrace Playfulness on Social Media: Continue leveraging trends, humor, and lighthearted captions on platforms like TikTok. This makes the brand relatable and approachable while still showcasing the confident attitude of the clothing.
• •Center the Customer as the Hero: Frame the clothing and the brand as tools for the customer's self-expression. The focus should be on how she will feel and what she can do while wearing minteyesbrand, not just on the product features.
• •Weave Values into All Communication: Regularly incorporate key phrases like "unfiltered," "unapologetic," and "difference adds value" into website copy, emails, and social posts to consistently reinforce the brand's core principles.
• •Maintain a Professional yet Warm Customer Service Voice: The brand's reputation for excellent service is a major asset. Ensure all support interactions are professional, but also friendly and aligned with the empowering brand ethos, making the customer feel valued and understood.

Social Perception

The perception of minteyesbrand among its customer base is exceptionally positive. It is viewed as a trustworthy online boutique that delivers high-quality, stylish products that match their descriptions. Customers feel a sense of discovery, often mentioning they found the brand via social media and were pleasantly surprised by the quality and service, which has converted them into repeat buyers. The brand is perceived as being trendy and aligned with current street-style fashion. Its low official social media footprint is offset by a strong, positive word-of-mouth presence driven by user-generated content and influencer marketing.

Copy Examples

• •Main character energy only. Our Gabrielle satin pants weren't made for the background. #minteyesbrand #unapologetic #ootd
• •Style isn't about following. It's about being followed. Shop the collection designed to be noticed.
• •Say it without saying a word. This isn't just a 100% organic cotton tee; it's your new go-to for days when your confidence is the only accessory you need. Soft, durable, and designed with a message that's as bold as you are.
• •Your new favorite outfit is in this email.
• •Tired of trends that don't feel like you? We create unfiltered fashion for unapologetic women. Join the #mintgirls who know that difference adds value. High-quality pieces, rave reviews. Discover what you've been missing.