Brand Tone

Confident and Assertive, Approachable and Relatable, Stylish and Fashion-Forward (but anti-trend), Empowering, Slightly Playful/Trendy in Social Media Engagement

Brand Values

• •Uniqueness and Individuality
• •Quality
• •Customer Service
• •Fair Pricing/Value
• •Inclusivity
• •Timelessness over Trends
• •Passion for Fashion

Best Practices

• •Embrace Confident & Direct Language: Use strong verbs and don't shy away from a bit of sass or playfulness where appropriate (especially on social media). Avoid overly passive or generic phrasing. Speak like a knowledgeable, stylish best friend.
• •Highlight Uniqueness & Exclusivity (Without Being Snobby): Continuously reinforce the benefit of owning pieces that aren't mass-market. Focus on the joy of individual expression rather than looking down on trends.
• •Stay Relatable & Inclusive: Use language that resonates with "real women" and their everyday style challenges and aspirations. Acknowledge different body types and the desire for both style and comfort. Use "you" and "your" frequently to speak directly to the customer.
• •Infuse the Founder's Passion (Subtly): Let the genuine love for fashion and the desire to offer something different shine through. This can be in "Our Story" elements or the enthusiasm in product descriptions.
• •Adapt to the Platform, Maintain the Core: While TikTok copy can be more casual and emoji-filled than a website product description, the core values of uniqueness, quality, and empowerment should remain consistent. The way you say it can change, but what you stand for shouldn't.

Social Perception

Positive Customer Experiences, Appreciation for Unique Style, Seen as a Go-To for Distinctive Pieces, Founder as the Face/Personality, Engaged Community

Copy Examples

• •Instagram Post (New Arrival Dress): Stop scrolling. This is the dress you won't see on everyone else (you're welcome). 😉 The [Dress Name] just dropped – ready to make 'timeless' your new trend? Link in bio, Essentiel Babe. #MyCheriEssentiel #UniqueStyle #NotFollowingTheCrowd
• •Facebook Ad (Highlighting Value): Tired of the same old styles at sky-high prices? We get it. At MyCheriEssentiel, we bring you head-turning, quality fashion that loves your wallet and your curves. Because unique shouldn't mean overpriced. Shop now and see the difference. #FashionForReal #QualityForLess #MyCheriEssentiel
• •Website Banner (Homepage): Your Closet Called. It's Ready for an Upgrade. Discover unique, timeless pieces that tell *your* story. Not the trend's. #MyCheriEssentiel #StandOutStyle
• •TikTok Video Caption (Styling a Versatile Piece): Office siren 💼 to weekend wow ✨ with ONE piece? Yeah, we did that. The [Item Name] isn't just clothing, it's a whole mood. How would you rock it? 👇 #MyCheriEssentiel #VersatileFashion #StyleHack #OOTD
• •Email Subject Line (Sale): That Piece You Eyed? It's (Finally) On Sale. Don't blend in – your signature style awaits for less! 😉