Brand Tone

Aspirational & Trendy, Friendly & Approachable, Youthful & Energetic, Helpful & Guiding, Slightly Upscale/Boutique Feel

Brand Values

• •Individuality & Self-Expression
• •Quality & Style
• •Family & Community
• •Understanding the Tween Market
• •Customer Connection

Best Practices

• •Know Your "Friend": Always write as if you're talking to a savvy, style-conscious friend (or the parent of one) who appreciates quality and individuality. Keep the language warm, encouraging, and understanding of the tween phase.
• •Embrace Youthful Language (Authentically): Stay current with how tweens communicate, especially on platforms like TikTok and Instagram, but avoid forcing slang or trends that don't feel natural to the brand's slightly more upscale, curated identity. Authenticity is key.
• •Visuals and Voice Must Match: Ensure the photography, videography, and graphic design used across all platforms reflect the energetic, stylish, and friendly tone of the copy. Bright, clean, and youthful imagery is crucial.
• •Empower, Don't Dictate: The core message is "Create Your Own Style." Copywriting should inspire and guide, offering suggestions and highlighting versatility, rather than prescribing a single "correct" way to dress.
• •Maintain a Consistent "Why": Regularly revisit the brand's origin story – a mother-daughter duo wanting to solve the tween dressing challenge with unique, quality pieces. This "why" should subtly underpin the helpful, understanding, and passionate tone of all communications.

Social Perception

Local Gem, Fashion-Forward for Tweens, Potentially Higher-End, Engaged with Youth

Copy Examples

• •Instagram Post Caption (New Arrivals): "Stop scrolling, start styling! ✨ Our latest drop is here and it's packed with personality. Perfect for school days, weekend vibes, and everything in between. Let your tween shine! #MonAmiBham #TweenFashion #CreateYourOwnStyle #NewArrivals #BhamStyle"
• •Facebook Ad (Back to School): "Ace the style test this year! ✏️ Mon Ami Bham has all the freshest looks to help your tween express their unique style from the classroom to the field. Friendly, fashionable, and totally *them*. Swing by and let's find their new favorite outfit! #BackToSchoolFashion #TweenStyle #MonAmiBham #ShopLocalBham #MountainBrook"
• •TikTok Video Idea (Text Overlay & Voiceover): (Video: Quick cuts of different tweens trying on and loving various outfits) *Text:* "Your vibe? We've got it. 😎" *Voiceover (upbeat, friendly):* "Don't just follow trends, SET them! Mon Ami Bham is your place to explore, experiment, and create a style that's all YOU. Come find your next favorite look! #TweenOutfits #StyleInspo #MonAmiStyle #OOTD"
• •Website Blog Post Snippet (Styling Tips): "Let's talk tween style! It's all about finding that sweet spot between what's cool and what feels authentically YOU. Our tip? Start with great basics you can mix and match, then add a pop of personality with a fun accessory or a bold print. At Mon Ami, we're here to help you discover pieces you'll love to wear, season after season. #StylingTips #TweenFashionExperts #MonAmiBham"
• •Email Newsletter Subject Line (Sale Promotion): "✨ Style Alert! ✨ Score amazing finds at Mon Ami Bham - Your tween's new look is waiting!" *Body Snippet:* "Hey Mon Ami Family! Get ready to refresh your tween's wardrobe with fabulous finds at prices you'll love. From everyday essentials to standout pieces, discover the perfect styles to let their personality shine. Shop now and help them create their own amazing look!"