Brand Tone

empowering, friendly, and aspirational

Brand Values

• •Empowerment
• •Inclusivity
• •Community
• •Curation

Best Practices

• •Lead with 'More Than': Whenever possible, frame copy around the 'more than' concept. For example, instead of 'Cute Tops,' use 'Tops for More Than Just a Night Out.' This reinforces the brand's core message.
• •Focus on Feelings, Not Just Features: Describe how a piece of clothing or a product will make the customer *feel* (e.g., confident, empowered, cozy, beautiful) rather than just listing its material or fit.
• •Use Inclusive and Positive Language: Always ensure copy is welcoming to all women. Avoid language that could be perceived as exclusive or judgmental regarding size, age, or style. Phrases like 'for every woman' and 'celebrate you' are on-brand.
• •Maintain a Friendly & Approachable Voice: Write as if you're talking to a friend. Use encouraging words, emojis where appropriate (like ✨), and ask questions to engage the community in social media captions.
• •Highlight Community and Curation: Regularly mention the 'curated' nature of the collection and feature other local businesses or community events when possible. This strengthens the perception that the brand is more than just a store, but a connected member of the community.

Social Perception

The public perceives MORE THAN as a high-quality, friendly, and trendy local boutique. Customer interactions on social media are positive, with followers frequently praising the store's new arrivals and aesthetic. The brand is seen as a positive and integral part of the local Indianapolis retail scene, contributing to a sense of community. The perception is that it's more than just a retail transaction; it's a supportive and pleasant shopping experience.

Copy Examples

• •More than a dress. It’s a feeling. The feeling of sunshine on your skin, confidence in your step, and knowing you are exactly where you need to be. Our new 'Bloom' dress has arrived. ✨ #MoreThanStyle #IndyBoutique
• •You are more than your to-do list. You're more than your routine. Take a moment for you. Discover a curated collection of apparel, gifts, and home decor that celebrates every part of who you are. Visit us in-store this week at [Address]! #MoreThanABoutique #ShopLocalIndy
• •Style for More Than One Occasion. Find pieces that are more than just trendy—they're timeless, versatile, and authentically you. Explore our new arrivals.
• •A little something more for your wardrobe...Because you deserve it. Step inside to see our hand-picked collection of cozy sweaters and unique gifts, chosen to make you feel confident and cared for.
• •See what we see: A woman who is more than enough.