Brand Tone

aspirational, personal, and free-spirited, friendly and inviting, using storytelling to connect with the audience on an emotional level. The language is evocative and often romanticizes travel and everyday moments, positioning the brand not just as a retailer but as a purveyor of a certain lifestyle. Descriptions like "a brand that conveys my way of seeing life" and "a journey of inspiration" set a dreamy and optimistic tone.

Brand Values

• •Femininity and Strength: Dedicated to "strong, feminine, flirty, confident, different women who want to conquer the world."
• •Freedom and Bohemian Spirit: Strong emphasis on a "bohemian style that is both casual and sophisticated, with a free spirit."
• •Love for Life and Nature: Extols a love for "nature, the sea, the sun's rays, the sand, the wonderful moments that life gives us." Emphasized in collections like "Dolce Vita."
• •Authenticity and Personal Story: Deeply personal origin rooted in the founder's family history and evolution as a blogger/influencer, creating a sense of authenticity and passion.
• •Exclusivity: Cultivates uniqueness and urgency by offering limited "capsule collections."

Best Practices

• •Lead with Storytelling: Every piece of copy, from a product description to a social media post, should tell a small part of a larger story. Connect the clothing to an experience, a feeling, or a place.
• •Use Evocative and Sensory Language: Instead of just describing what a garment looks like, describe how it feels to wear it. Use words that evoke a sense of freedom, travel, and natural beauty.
• •Maintain a Personal and Authentic Voice: Continue to weave the founder's story and passion into the brand's communication. Use "I" and "we" to create a direct and personal connection with the audience. The "About Me" page is a powerful asset that should inform all copy.
• •Emphasize the "Why": Remind the customer of the brand's values. It’s not just about selling clothes; it’s about empowering women to feel strong, free, and beautiful.
• •Be Consistent Across All Channels: The aspirational, free-spirited tone should be consistent, whether on the website, Instagram, TikTok, or in an email. This creates a cohesive and recognizable brand identity.

Social Perception

largely positive and closely tied to the founder's influencer status. Customers and followers are drawn to the authentic, personal narrative and the aspirational lifestyle projected. The brand is perceived as a go-to for unique, bohemian-chic pieces that are not mass-market. Social media interactions suggest a community of women inspired by Mayte's personal style and the brand's ethos, with a worldly and sophisticated appeal due to international locales.

Copy Examples

• •Embrace the golden hour in our new 'Serendipity' collection. Each piece is a happy accident, a beautiful discovery waiting to be made. For the woman who finds magic in the unexpected. ✨ Shop the limited collection now.
• •Feel the spirit of Ibiza with every step. Our 'Libertad' maxi dress, with its flowing silhouette and intricate embroidery, is made for barefoot beach walks and sunset chasing. It’s not just a dress; it’s a feeling. A reminder to live freely.
• •This collection is special. We're opening the doors to our home and sharing a piece of our soul. The 'Alma' collection is filled with color, light, and the comfort of being unapologetically you. These are the pieces you'll reach for on days when you want your clothes to be a soft hug. Discover a collection made with soul.
• •Your next adventure is calling, and we have the perfect outfit for it. MYTENIDA SHOP is for the woman who finds her home in the world, from the souks of Tangier to the streets of New York. Our clothes are more than fabric; they are memories in the making. Pack your bags. Your journey starts here.
• •Channeling my inner 'Dolce Vita' today. 🇮🇹✨ Because life’s too short for boring clothes. #mytenidashop #bohostyle #dolcevita #fashioninspo