Brand Tone

friendly, approachable, inspiring, and inclusive

Brand Values

• •Inclusivity
• •Community & Connection
• •Inspiration & Empowerment
• •Accessibility
• •Customer Satisfaction
• •Supporting Small & Local

Best Practices

• •Embrace "Bestie" Language: Continue using friendly and familiar terms like "pretty," "besties," and "girl talk" where appropriate to maintain approachability.
• •Focus on Empowerment & Inclusivity: Consistently reiterate the message that beauty isn't tied to a size. Highlight how products are designed for "REAL women" and diverse lifestyles.
• •Inspire "Living Beautifully": Infuse copy with uplifting messages that go beyond the product, encouraging customers to find joy and beauty in their everyday lives and homes.
• •Maintain a Conversational and Relatable Voice: Especially in social media and blog content, write as if you're talking to a friend. Share relatable experiences and styling advice in a down-to-earth manner.
• •Highlight Community: Regularly promote the VIP Facebook group and the benefits of joining (insider deals, connection with the founder, intentional content). Emphasize the "Willow + Elm family" aspect.

Social Perception

Customers generally perceive the brand positively. Reviews on their app highlight the ease of ordering, helpful customer service (especially regarding sizing), and enjoyable live video sales. Customers appreciate the selection of styles and the confidence boost they get from the clothing.

Copy Examples

• •Homepage Banner: "Live Life Beautifully. Discover apparel, home treasures, and gifts that celebrate YOU. Sizes 2-24, because style knows no number."
• •Social Media Post (New Arrival): "Hey besties! ✨ Your new favorite [Product Name] just landed! Perfect for [Occasion/Use], it's designed to make you feel amazing, inside and out. Come find your happy!"
• •Email Subject Line (Sale): "A Little Treat Just For You, Pretty! 🛍️✨"
• •Product Description (Dress): "Feel effortlessly chic in our [Dress Name]. Designed for real women and real life, this beauty will take you from brunch with friends to a special evening out. Embrace your unique style and shine!"
• •Blog Post Intro (Self-Care Theme): "Life's a whirlwind, isn't it? We believe every woman deserves moments of peace and to feel beautiful in her own skin. Let's explore simple ways to nurture your soul and create a life you love."