Brand Tone

Aspirational & Elegant, Personable & Relatable, Confident & Direct

Brand Values

• •Quality & Craftsmanship
• •Comfort & Style
• •Customer Experience & Confidence
• •Affordability within Luxury (stated)

Best Practices

• •Define and Document Core Messaging Pillars: Clearly outline the key messages that define MMB: e.g., "Accessible Luxury," "Designed for Confidence," "Timeless Irish Style," "Comfort Meets Elegance." Ensure all copy aligns with these pillars.
• •Balance Aspirational with Relatable Language: While showcasing luxury and elegance, weave in relatable scenarios and a friendly, approachable voice, especially on social media where Melissa's personality shines. Avoid overly formal or stiff language.
• •Emphasize Quality and a Touch of Exclusivity: Use descriptive adjectives that convey the premium feel of the materials and the thoughtful design. Highlight what makes the products special (e.g., "carefully sourced fabrics," "designer touch," "beautifully packaged").
• •Speak Directly to the Customer's Desires: Focus on how the products make the customer *feel* – beautiful, confident, comfortable, stylish, pampered. Use "you" and "your" to create a direct connection.
• •Maintain Visual and Textual Cohesion: Ensure that the tone of the copy is reflected in the accompanying visuals. Elegant copy should be paired with high-quality, aesthetically pleasing images and videos. On platforms like TikTok, allow for a more relaxed visual style that matches the platform's native feel while still aligning with the brand's overall persona.

Social Perception

Generally positive among direct customers, but with mixed to negative perception in online forums. Seen as a leading lifestyle influencer.

Copy Examples

• •Instagram Post (New Robe Collection): "Indulge in the art of lounging. ✨ Our new collection of kimono robes has arrived, blending timeless elegance with the sumptuous comfort you deserve. Each piece is a whisper of luxury, designed to make your everyday moments feel extraordinary. Discover your new favourite at melissamillsbari.com. #MMBLuxury #TimelessComfort #NewCollection #IrishDesign"
• •Facebook Ad (Home Interiors): "Transform your home into a sanctuary of style. The MMB Home Interiors collection brings you exquisite, hand-picked pieces that radiate warmth and personality. Because your space should be as unique and beautiful as you are. Shop now and find that perfect touch of elegance. #MMBHome #InteriorDesign #LuxuryLiving #HomeDecor"
• •Product Description (Pyjamas): "Dream in unparalleled comfort and style with our signature pyjamas. Crafted from the softest, carefully sourced fabrics, these aren't just pyjamas; they're an experience. Designed for those who believe that true luxury is feeling beautiful, even in your most relaxed moments. Wake up refreshed and radiant. #MMBStyle #LuxurySleepwear #FeelBeautiful"
• •Email Newsletter (Seasonal Offer): "Hello Gorgeous! As the seasons change, so does our desire for cozy moments and stylish comfort. For a limited time, enjoy [Offer] on our beloved collection of robes and pyjamas. It's our little way of helping you embrace the season with MMB. Treat yourself – you deserve it! Shop the offer: [Link] #MMBStyle #SeasonalTreat #LoungeInLuxury"
• •TikTok Video Caption (Styling a Kimono): "From morning coffee to evening glam! ☕✨ Showing you how I love to style my favourite MMB kimono robe. So versatile, so comfy, and always makes me feel put-together! How do you wear yours? Let me know! 👇 #MMBK kimono #StyleHack #DayToNight #FashionTikTok #MelissaMillsBari"