Brand Tone

Aspirational & Elegant, Confident & Empowering, Contemporary & Fashion-Forward, Approachable & Friendly, Quality-Focused

Brand Values

• •Style & Aesthetics
• •Quality
• •Femininity & Empowerment
• •Modernity & Relevance
• •Customer Connection

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., elegant, confident, approachable), including "do's and don'ts" for language, specific vocabulary to use or avoid, and examples. This ensures everyone creating content is aligned.
• •Focus on "Her": Always write with the target customer in mind. Use language that resonates with her aspirations, lifestyle, and how she wants to feel (e.g., confident, stylish, empowered). Frame benefits around her experience.
• •Balance Aspiration with Accessibility: While showcasing an elegant and aspirational image, ensure the language remains inviting and not intimidating. Use clear, concise sentences and avoid overly complex jargon. Highlight how the clothes can fit into her everyday life or special moments.
• •Maintain Visual and Textual Harmony: The tone of the copy should always complement the visual elements used. If the imagery is sophisticated and modern, the copy should echo this. If it's a more playful TikTok, the copy can be slightly more informal but still on-brand.
• •Be Consistent Across All Channels, With Nuance: While the core tone should remain consistent, allow for slight variations depending on the platform. For example, Instagram captions might be more descriptive and polished, while TikTok copy can be more direct, interactive, and trend-focused, but both should still reflect the overarching values of style and empowerment. Regularly review content across all platforms to ensure coherence.

Social Perception

Positive, Fashionable & Trendy, Good Quality (Implied), Aspiring/Mid-Market Position, Visually Driven

Copy Examples

• •Instagram Post (New Collection Launch): Step into the new season with confidence. Our latest collection blends timeless elegance with contemporary design, crafted to make you feel as incredible as you look. Discover your new signature piece. ✨ #PriorStore #NewCollection #AustralianFashion #StyleElevated
• •Email Subject Line (Sale Promotion): Elegance Awaits: Unmissable Styles Now On Sale at Prior Store
• •Product Description (for a versatile dress): Meet the dress that does it all. From boardroom polish to weekend chic, its flattering silhouette and luxurious fabric move with you, empowering every moment. Versatility, redefined. Shop the [Dress Name] now.
• •TikTok Video Caption (Styling Tip): Obsessed with this look! 😍 Take your fave Prior knit from day to night with these simple styling hacks. Which one is your vibe? Let us know below! 👇 #PriorStyle #FashionHack #OOTD #StyleInspo
• •Facebook Ad Copy (Brand Awareness): Define your style with Prior Store. We believe in fashion that empowers and inspires. Explore our curated collections of contemporary women's wear, designed in Australia for the modern woman. Shop now and discover the Prior difference.