Brand Tone

Aspirational & Playful, Curated & Expert, Helpful & Supportive, Friendly & Relatable, Sophisticated & Stylish

Brand Values

• •Quality & Curation
• •Customer Service
• •Joy & Making Memories
• •Community
• •Giving Back
• •Convenience

Best Practices

• •Create a Brand Voice Guide: Document key tone words, "we say this, not that" examples, and the overarching brand personality to ensure everyone creating content is aligned.
• •Embrace Storytelling: Share the "why" behind products, brand features, and the founder's journey to build connection and reinforce values.
• •Speak the Language of Your Audience (Stylish Parents): Use language that resonates with parents who appreciate quality, style, and the joys (and challenges) of raising children. The content should feel like it's coming from a knowledgeable and empathetic friend.
• •Maintain Visual Consistency: Ensure that all visuals (photography, graphics) across platforms align with the clean, bright, playful yet sophisticated aesthetic seen on the website and Instagram.
• •Engage Authentically: When responding to comments or messages, maintain the friendly, helpful, and supportive tone. Personalize interactions where possible to reflect the "highly-personalized customer experience" value.

Social Perception

Trusted Curator, Aspirational but Approachable, Go-To for Gifting, Modern & Savvy

Copy Examples

• •Headline: "Discover the Art of Playful Sophistication. ✨ Shop Danrie's curated collection of childrenswear and toys that spark joy and inspire adventure."
• •Social Media Post: "Tired of the endless scroll? We've already found the gems for you! 😉 Explore unique, handpicked treasures at ShopDanrie.com – because childhood is too short for ordinary. #ShopDanrie #CuratedForKids #GrowUpStylishly"
• •Product Description Snippet (for a dress): "More than just a dress, it's a memory in the making. Crafted from the softest cotton and designed for twirls and tumbles, this piece is ready for all her special (and everyday) adventures. Only the good stuff, always. #DanrieStyle"
• •Email Subject Line: "Little Luxuries, Big Smiles 😊 Unwrap a little Danrie magic."
• •About Us Snippet: "Founded by a mom who gets it, Danrie is your partner in the beautiful chaos of parenting. We search far and wide for those special pieces that make everyday moments feel a little more magical. Let's grow up stylishly, together."