Brand Tone

Chic & Trendy, Aspirational yet Accessible, Feminine, Visually Driven, Direct & Informative

Brand Values

• •Style & Fashion Consciousness
• •Quality (implied)
• •Customer Experience (through website usability)
• •Variety & Selection

Best Practices

• •Develop a Brand Voice Guide: Even a simple one-page guide outlining key tone words (e.g., 'confident,' 'playful,' 'sophisticated'), 'words we use,' and 'words we avoid' can ensure consistency across all communications.
• •Know Your Audience: Understand who you're talking to. The language used for Gen Z on TikTok would differ from that for established professionals on LinkedIn or in email newsletters. Tailor the core tone to resonate with your target demographic.
• •Consistency Across Channels: Ensure the tone used on the website (product descriptions, banners) matches the tone in emails, any future social media, and customer service interactions. A disjointed voice can confuse customers.
• •Focus on 'You' (The Customer): Frame copy around the customer's needs, desires, and how the products benefit them or make them feel. For Mortimer Boutique, this means highlighting how the clothes help them express their style or feel confident.
• •Read Aloud and Revise: Before publishing, read copy aloud. This helps catch awkward phrasing or instances where the tone might be off. Does it sound like the brand you want to project? If not, revise until it does.

Social Perception

Customers are likely perceiving it as a straightforward e-commerce store for trendy women's fashion.

Copy Examples

• •Homepage Banner: 'Step into Your Spotlight. Discover the latest arrivals designed to turn heads. Shop New In.'
• •Product Description (for a dress): 'Effortlessly chic and endlessly versatile, our 'Serena' midi dress features a flattering wrap silhouette and a vibrant print that whispers confidence. Perfect for sun-drenched brunches or elegant evenings. Style it your way.'
• •Email Subject Line (for a sale): 'Your Style Upgrade Awaits ✨ Up to 50% Off Select Trends!'
• •Category Introduction (Tops): 'From essential basics to statement pieces, our collection of tops is curated to elevate your everyday style. Find your new favorite.'
• •Instagram Caption (if social media were active): 'Golden hour glow ✨ Our 'Amelia' satin blouse is pure elegance. Tap to make it yours and own the moment. #MortimerBoutique #ChicStyle #NewCollection #FashionForward'