Brand Tone

aspirational, elegant, and celebratory

Brand Values

• •Affordability and Accessibility
• •Confidence and Beauty
• •Quality and Speed

Best Practices

• •Align Promise with Reality: The most critical step is to ensure the product quality and customer service match the aspirational tone of the copy. No amount of good copywriting can overcome a fundamentally flawed customer experience. The negative reviews indicate a major gap here that needs to be addressed first.
• •Develop Clear Brand Voice Guidelines: Create a document that defines the brand's personality, tone, and values. This guide should include approved words, phrases to avoid, and examples of how to communicate across different channels, ensuring everyone who writes for the brand does so consistently.
• •Show, Don't Just Tell: Instead of simply saying "high quality," use copy to describe the specific fabrics, the craftsmanship details (e.g., "delicate hand-sewn beadwork," "luxurious satin that drapes beautifully"), and what makes each dress special. This adds a layer of authenticity.
• •Incorporate User-Generated Content (Authentically): Featuring real customers (with their permission) can build trust. However, given the current perception, this must be handled with care. The brand should first focus on improving product quality to generate genuine positive reviews before leveraging this strategy.
• •Maintain Consistency Across All Touchpoints: The tone used on Instagram should match the tone in customer service emails, on the website, and in any other customer interaction. A sudden shift from an elegant, aspirational tone in an ad to a generic, unhelpful tone in a customer service exchange can destroy brand trust.

Social Perception

negative and mistrustful

Copy Examples

• •Instagram Post: The Night is Yours. Make an entrance they'll never forget. Our latest collection is here to light up your special moments. Find the dress that tells your story. #Rosiedress #Prom2025 #EveningGown #DreamDress
• •Facebook Ad: Elegance for Every Occasion. From wedding bells to gala nights, our dresses are designed to make you the center of attention. Discover timeless style, affordable luxury, and the perfect fit for your next event. Shop now and get 15% off your first order!
• •Website Homepage Banner: Celebrate in Style. Unforgettable moments call for unforgettable dresses. Explore our collection of handcrafted gowns and find the one that makes you shine.
• •Email Marketing Campaign: Your Dream Dress Awaits... Hi [Customer Name], ready to feel incredible? The dress you've been searching for is here. Designed with passion and crafted for elegance, our new arrivals are perfect for making a statement. Don't just attend the event —own it.
• •Product Description (For an evening dress): The Starlight Sequin Gown. Step into the spotlight with the Starlight Gown. Featuring a cascade of shimmering sequins and a silhouette that flatters every curve, this dress is pure magic. With its elegant V-neck and daring side slit, it m s your secret weapon for a night of glamour and confidence.