Brand Tone

Elegant & Appreciative, Passionate & Respectful (towards culture), Customer-centric & Friendly (in service), Aspirational & Enchanting

Brand Values

• •Cultural Preservation & Appreciation
• •Quality & Authenticity
• •Customer Satisfaction
• •Elegance & Beauty
• •Bridging Tradition and Modernity

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of NewMoonDance's tone (Elegant, Appreciative, Passionate, Respectful, Customer-centric, Enchanting) with examples of do's and don'ts for writers.
• •Immerse in the Culture: Encourage copywriters to learn about Hanfu, Chinese history, and cultural symbolism. This understanding will naturally infuse the copy with authenticity and respect.
• •Focus on "Feelings" and "Experience": Write copy that evokes the feeling of wearing Hanfu – the elegance, the connection to history, the beauty. Use sensory language. For instance, customers report "I feel so beautiful in this hanfu".
• •Maintain Consistency Across Platforms: While the style might adapt slightly (e.g., more playful on TikTok), the core elegant and appreciative tone should remain consistent across the website, social media, emails, and ads.
• •Review and Refine: Regularly review all public-facing copy to ensure it aligns with the established brand tone and values. Gather feedback, especially from customers, to understand how the tone is being perceived.

Social Perception

Positive (among direct customers), Mixed (in broader online communities/forums), Visually Appealing, Concern about Price/Value for some

Copy Examples

• •Instagram Post (Showcasing a new Hanfu set): Step into a story woven with threads of history. Our latest Hanfu collection, 'Whispers of the Dynasty,' captures the timeless elegance of ancient artistry. Each piece is a tribute to a rich cultural heritage, designed to make you feel gracefully connected to centuries of tradition. Discover the enchantment. #NewMoonDance #Hanfu #ChineseCulture #AncientBeauty
• •Facebook Ad (Targeting cultural event attendees): Embrace the spirit of tradition at your next cultural celebration. NewMoonDance offers authentic, high-quality Hanfu that resonates with the heart of heritage. Feel the luxurious fabrics and intricate details transport you. Shop our collection and wear a piece of history. Fast worldwide shipping available. [Link]
• •Product Description (for a specific Hanfu dress): The 'Serene Blossom' Hanfu dress is more than attire; it's an experience. Crafted with delicate embroidery depicting ancient floral motifs, this garment flows with ethereal grace. We are passionate about bringing the authentic charm of Hanfu to your wardrobe, ensuring every stitch reflects a commitment to quality and cultural reverence. Let its beauty unfold around you.
• •TikTok Video Caption (Short, engaging clip of someone twirling in Hanfu): Dancing through time ✨ Feeling the magic of Hanfu! #HanfuLove #NewMoonDance #CulturalFashion #TraditionalDress #Elegance
• •Email Newsletter Snippet (Announcing a new collection or cultural blog post): Dear Hanfu Enthusiast, At NewMoonDance, we believe in the enduring power and beauty of traditional Chinese culture. We're thrilled to unveil our new 'Imperial Gardens' collection, inspired by the poetic landscapes of ancient China. Explore the intricate designs and rich symbolism, or delve into our latest blog post on the significance of the crane in Hanfu artistry. Journey with us into a world of elegance. [Link to collection/blog]