Brand Tone

Empowering, Motivational, Supportive, Encouraging, Energetic, Direct, Aspirational, and Edgy

Brand Values

• •Confidence
• •Community/Sisterhood
• •Empowerment
• •Self-Worth/Self-Care
• •Consistency & Discipline
• •Positivity

Best Practices

• •Anchor in Confidence & Empowerment: Ensure every piece of copy, whether for clothing or community, circles back to the core message of building confidence and empowering women. This is the central pillar.
• •Use Sisterhood and Inclusive Language: When addressing the community or potential members, use terms like sisterhood, tribe, we, and us to foster a sense of belonging and support. The tone should always feel welcoming.
• •Michelle's Voice as a Guide (Authenticity): Incorporate Michelle Harvey's motivational and direct style, especially in communications that can be attributed to her (like emails or social media posts from her). This lends authenticity, but ensure it remains broadly positive and empowering.
• •Balance Edge with Support: The edge in The Ladies Edge should translate to boldness, breaking barriers, and being unconventional, not aggressive or alienating. Always temper this with the supportive, encouraging undertone of the community.
• •Action-Oriented & Positive Framing: Use strong verbs and calls to action that inspire movement and positive change. Frame challenges as opportunities for growth and highlight the positive outcomes of engagement with the brand (e.g., Discover your strength, Step into your power).

Social Perception

Largely positive within the Community. Mixed External Perception/Criticism

Copy Examples

• •Headline (Website Banner for New Collection): Unleash Your Edge. New Arrivals Designed to Amplify Your Confidence. Body: It's more than clothing, it's a statement. Our latest collection is here to empower you, from the inside out. Feel bold, look incredible. #ShopTheLadiesEdge #ConfidenceIsTheNewBlack
• •Instagram Post (Promoting TLE Community & Fitness): Image: Diverse group of women smiling, perhaps in activewear. Caption: Find your strength, find your tribe. The Ladies Edge isn't just about 23 minutes of sweat; it's about a lifetime of support and believing in YOUR power. Ready to transform more than just your body? Join our sisterhood. Link in bio! #TheLadiesEdge #TLECommunity #EmpoweredWomen #YouAreWorthIt
• •Facebook Ad (Targeting women seeking change): Headline: Tired of the Same Old Routine? It's Time to Find Your Edge. Body: Stop wishing, start doing. The Ladies Edge offers a path to a more confident, energized you in just 23 minutes a day. Plus, connect with a community of women who will cheer you on every step of the way. Click to learn how The Ladies Edge can be your game-changer! #BeBold #TLETransformation #InvestInYou
• •Email Subject Line (for newsletter): Michelle's Weekly Dose of Edge + Exclusive Style Picks! Snippet from Email Body (Personal Note from Michelle): Hey Ladies! This week, I want to talk about embracing imperfections – they’re part of your unique edge! And to celebrate that, I’ve picked out a few ShopTheLadiesEdge pieces that are all about fearless self-expression...
• •Product Description (for an edgy clothing item, e.g., a leather-look jacket): Name: The Limitless Moto Jacket Description: Define your own terms. The Limitless Moto Jacket isn't just an outer layer; it's an attitude. Crafted for the woman who owns her story and isn't afraid to show her edge. Pair it with confidence and watch the world take notice. #OwnYourEdge #ShopTLEStyle #FearlessFashion