Brand Tone

Youthful & Trendy, Friendly & Approachable, Aspirational yet Attainable, Confident & Playful

Brand Values

• •Trend-consciousness
• •Affordability & Value
• •Customer Empowerment
• •Style & Versatility
• •Australian Identity

Best Practices

• •Know Your Audience: Understand the language, aspirations, and platforms your target demographic (young, fashion-conscious women) uses. Tailor copy to resonate with them.
• •Use a Conversational & Friendly Voice: Write as if you're talking to a friend. Use contractions, an upbeat tone, and relatable language. Emojis can be effective when used appropriately for the platform (like Instagram).
• •Highlight Key Values Consistently: Weave in messages of trendiness, affordability, and empowerment ("latest styles," "without breaking the bank," "feel your best") across all communications.
• •Stay Visually Aligned: Ensure the copy complements the bright, youthful, and stylish imagery the brand uses. The words should enhance the visual story.
• •Be Platform-Appropriate but On-Brand: While the core tone remains, adapt the length and style of copy for different platforms (e.g., shorter, punchier text for Instagram; potentially more descriptive for product pages or emails). Always maintain the brand's core personality.

Social Perception

Fashion-forward Source, Affordable Style, Visually Appealing, Online Convenience

Copy Examples

• •Instagram Post (New Arrivals): Hello, sunshine! ☀️ Our NEW collection just dropped, and it's screaming summer vibes! Think breezy dresses, cute crops, and everything you need to turn heads. Tap to shop your new faves! #modelsandsurf #newarrivals #summerfashion #aussieboutique #getthelook
• •Facebook Ad (Festival Season): Festival season is calling! ✨ Amp up your style with our latest drops – from statement pieces to boho-chic essentials. Dance all day & night looking and feeling amazing. Shop festival outfits now & pay later with Afterpay! #modelsandsurf #festivalfashion #bohostyle #afterpay #aussiestyle
• •Website Banner (General Promotion): Your Dream Wardrobe Awaits! ✨ Discover the latest trends and timeless pieces at Models & Surf. Affordable style for every occasion. Free shipping on orders over $XX! #styleinspo #fashionboutique #shopnow
• •Email Subject Line (Sale): 🎉 TREAT YOURSELF! 🎉 Up to 50% OFF is ON at Models & Surf! Email Body Snippet: Hey gorgeous! Ready for a style refresh without the splurge? Dive into our massive sale and snag those pieces you've been eyeing. From beach days to nights out, we've got you covered. Don't miss out! 😉
• •Product Description (Basic Tee): Meet your new BFF: The Everyday Essential Tee! Seriously soft, effortlessly cool, and goes with literally *everything*. Dress it up with a cute skirt or keep it casj with your fave denim. Add to cart? Yes, please! #wardrobestaple #basicttee #effortlessstyle #modelsandsurf