Brand Tone

Approachable, Empowering, and Stylish

Brand Values

• •Family and Personal Connection
• •Female Empowerment
• •Versatility and Practicality
• •Accessibility

Best Practices

• •Always Write from the "Sister" Perspective: Maintain the "we" (referring to Nico and Andrea) in your storytelling. This unique angle is your strongest asset, building a personal connection that larger brands can't replicate.
• •Balance Style with Emotion: Don't just describe the product's features (e.g., "blue cotton dress"). Describe the feeling it evokes ("the perfect dress for feeling confident and fresh on a sunny afternoon").
• •Engage with Questions: Actively encourage conversation by asking your audience questions ("How would you style this?", "What are you looking for in a perfect pair of jeans?"). This reinforces the approachable, community-focused value.
• •Use a Consistent Set of Hashtags: Develop a mix of branded, community, and descriptive hashtags. Always include your core tags like #NicoTienda and #NicoStyle, mixed with more specific tags relevant to the post like #ModaCR, #HechoEnCostaRica, and #OutfitDelDia.
• •Let Your Values Lead: Ensure your copy always ties back to your core values of empowerment, versatility, and accessibility. Every post should, in some way, answer the question: "How does this help our customer feel more confident and stylish in her everyday life?"

Social Perception

The public perception of NICO is overwhelmingly positive, characterized by positive customer experience, a sense of community, and loyalty. It's seen as a local, relatable, and trustworthy Costa Rican brand offering aspirational yet accessible style.

Copy Examples

• •Your wardrobe refresh starts now. ✨ Meet The Essentials Collection. We believe great style is built on timeless pieces. That The founders' direct involvement and visibility make the brand feel more personal and trustworthy than larger, faceless corporations. Costa Rica has a high social media usage rate, making a strong, positive presence on platforms like Instagram and Facebook particularly impactful for business success. Aspirational but Grounded: Followers see the brand as stylish and aspirational, yet they also view it as relatable and accessible. The models and settings are polished but not intimidating, allowing customers to easily envision themselves wearing the clothes.