Brand Tone

Empowering, Culturally Proud & Celebratory, Inclusive, Ethical & Principled, Approachable & Quality-Focused

Brand Values

• •Quality
• •Inclusivity & Diversity
• •Empowerment
• •Ethical Practices & Social Responsibility
• •Cultural Heritage
• •Customer Focus

Best Practices

• •Develop a Brand Voice Chart: Document key tonal attributes (e.g., Empowering, Culturally Proud, Inclusive, Ethical, High-Quality), with "do's and don'ts" for language, specific keywords to use (e.g., "heritage," "empower," "celebrate," "quality," "ethical") and phrases to avoid.
• •Always Center the Customer's Feeling of Empowerment: Frame product benefits around how they will make the customer feel (confident, unique, purposeful, in tune with themselves).
• •Infuse Cultural Celebration Authentically: When highlighting African heritage or black-owned business aspects, ensure the language is respectful, celebratory, and genuine, avoiding tokenism.
• •Maintain a Thread of Ethical Consideration: Subtly weave in the "good clothes, made in a good way" philosophy, whether it's about quality materials, craftsmanship, or the ethical manufacturing story.
• •Ensure Inclusivity in Language and Imagery: Use welcoming language that speaks to "every woman" or "all styles/sizes." Accompany copy with diverse and representative imagery. Historically, the brand was praised for its unique sizing that captured many conventional sizes in fewer options. The current store continues to emphasize finding the perfect fit.

Social Perception

Positive (Historical), Emerging (Current Store), Potential Confusion

Copy Examples

• •Sixteen47: Wear Your Story. Celebrate Your Heritage. Discover fashion that’s more than just fabric. It’s a statement of who you are – confident, vibrant, and beautifully unique. Ethically crafted, designed for you.
• •Step into the rhythm of culture with our [Dress Name]. Each pattern tells a story, each stitch is a testament to quality craftsmanship. Designed to make you feel empowered and radiant, this dress isn't just worn, it's experienced. Good clothes, made in a good way, for every woman.
• •At Sixteen47, we believe in the power of community and the beauty of diversity. As a proud black-owned business, we’re dedicated to bringing you fashion that celebrates heritage and empowers your individual style. Who inspires your style journey? Share below! #Sixteen47Style #CulturalPride #EmpoweredFashion
• •More than a brand, Sixteen47 is a celebration. From our roots in championing inclusive design to our commitment to ethical African manufacturing, we pour heart and heritage into every piece. Dress with confidence, live with purpose.
• •Unveiling Beauty: The New Sixteen47 Collection Is Here! Get ready to embrace elegance and express your unique essence. Our latest collection, rich in culture and crafted with care, has arrived. Find your perfect fit, feel the quality, and celebrate you.