Brand Tone

Aspirational yet Accessible, Feminine and Empowering, Enthusiastic and Passionate, Friendly and Conversational, Trendy and Current

Brand Values

• •Fashion & Style
• •Affordability
• •Quality
• •Comfort
• •Customer Satisfaction
• •Accessibility

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (aspirational yet accessible, feminine, enthusiastic, friendly, trendy) with specific examples of words to use and avoid. This guide should be shared with anyone creating content.
• •Understand Your Audience Deeply: Continuously research and understand the target audience (fashion-conscious Brazilian women, value seekers). Tailor the language, references, and humor to resonate with them authentically.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media posts, email marketing, ad copy, and customer service interactions is harmonious. An Instagram post shouldn't sound drastically different from a customer service email.
• •Emphasize Benefits, Not Just Features: While describing product features (e.g., "leather upper"), always translate them into benefits that align with the brand values (e.g., "Durable leather for lasting style and comfort, so you can step confidently all day long"). Connect this to empowerment and feeling good.
• •Use Storytelling and Relatability: Share stories (even brief ones in captions) or use scenarios that women can relate to. For instance, "The perfect heels for that special occasion," or "Your go-to sneakers for a busy weekend." This makes the brand more human and reinforces the connection with its audience, reflecting the "passionate" and "empowering" aspects of the Riquest tone.

Social Perception

Fashion-Conscious Consumers, Online Savvy Shoppers, Value Seekers, Generally Positive (with caveats for e-commerce challenges), Brazilian Identity

Copy Examples

• •Instagram Post (New Arrival - Sandals): Step into sunshine! ☀️ Our new collection of sandals has just landed, bringing all the color and style your summer deserves. Which pair will you choose to shine in? ✨ #RiquestCalçados #SummerVibes #NewArrivals #FashionSandals #MustHave
• •Website Banner (General Promotion): Unlock Your Style. Discover the latest footwear trends at Riquest and feel fabulous every day. Shop now and enjoy 10% off your first order! 💖
• •Facebook Ad (Targeting Value Seekers): Look amazing without breaking the bank! 😍 At Riquest, you find stylish, quality shoes at prices you'll love. Step up your shoe game! >> Shop Our Collection [Link]
• •Email Subject Line (Seasonal Collection): 🍂 Fall in Love with Our New Boot Collection! 🍂 Email Body Snippet: Hey shoe lover! Get ready to conquer the season with Riquest's stunning new boot collection. From chic ankle boots to statement knee-highs, find your perfect pair to express your unique style and stay cozy. Because every woman deserves to feel powerful and fashionable. 😉
• •Product Description (Comfort-focused Sneaker): Meet your new everyday essential! These sneakers aren't just about looking good; they're about feeling amazing from your first step to your last. Designed for comfort and crafted with style, they're perfect for your busy life. Go on, treat your feet! 👟💕 #RiquestComfort #StylishSneakers #EverydayFashion