Brand Tone

Friendly, Authentic, Helpful, Enthusiastic, and Down-to-earth

Brand Values

• •Customer Connection/Community
• •Affordability and Accessibility
• •Effortless Style and Comfort
• •Empowering Women
• •Adaptability and Growth
• •Quality Curation

Best Practices

• •Develop a "Brand Voice Chart": Clearly define the brand's personality traits (e.g., Friendly, Authentic, Helpful, Enthusiastic), a "we are/we are not" list (e.g., "We are your stylish best friend / We are not high-fashion exclusive"), common phrases/words to use, and ones to avoid. Share this with anyone creating content.
• •Use "We" and "You" Consistently: Address the audience directly ("you," "your") and speak as the brand ("we," "us," or even "Chantell & Taylor" for a more personal touch, as they currently do). This fosters a conversational and inclusive feel.
• •Incorporate Storytelling: Share the "why" behind the brand, the mother-daughter journey, the transition online, and the passion for helping women. This makes the brand more relatable and memorable, reinforcing authenticity.
• •Maintain a Positive and Encouraging Language: Focus on how the clothes make the customer feel (e.g., "feel good," "confident," "effortless"). Avoid overly technical fashion jargon unless explaining a specific benefit in simple terms.
• •Regularly Review and Audit Content: Periodically check all communication channels (website, social media, emails) to ensure the tone is consistent and still aligns with the brand's core values and target audience's perception. Solicit feedback if possible.

Social Perception

Positive and Engaged Community, Seen as a Local Favourite, Trusted for Style and Service, Relatable and Real

Copy Examples

• •Instagram Post (New Arrival): "Hello gorgeous! 👋 Your wardrobe called, and it's asking for this stunning new [Item Name]! Perfect for [Occasion/Styling Tip], it’s all about feeling fabulous effortlessly. As always, we’re here to help you find your perfect fit and style it your way! Pop us a DM with any questions! Chantell & Taylor xx #SohoStyle #NewCollection #FeelGoodFashion"
• •Facebook Ad (Promoting 'Try at Home'): "Bendigo beauties (and beyond!), ever wish you could try before you buy from the comfort of your home? 🤔 Now you can! ✨ Our 'Try at Home' service lets you pick your faves, we send them your way, and you only pay for what you keep. Effortless style just got even easier! Learn more and start your style discovery on our website! [Link] #SohoBoutique #TryAtHome #ShopSmart"
• •Website Banner (General Brand Message): "Soho Boutique: Where comfort meets style & confidence. ✨ For over 10 years, we've been helping women discover effortless, affordable fashion that makes you feel amazing. Now online, with the same personal touch you love! #SohoBendigo #OnlineBoutique #AustralianFashion"
• •Email Newsletter Subject: "Just In! ✨ Cosy knits & chic dresses you'll live in + a little note from us!" * Email Body Snippet: "...and just like that, another week flies by! We've been busy bees curating these gorgeous new pieces we know you'll adore. From snuggly knits perfect for a cuppa to dresses that will have you feeling confident for any occasion, it's all about that effortless Soho style. Remember when we had the store on Bath Lane? We miss seeing your faces daily, but love chatting on Insta! Don't be a stranger! 😉 Happy Browsing, Chantell & Taylor."
• •TikTok Video Caption (Styling Tip): "Obsessed with this [Item Type] but not sure how to wear it? 🤔 Taylor's got you! 😉 Here are 3 ways to style it up or down. Which look is your fave? Let us know in the comments! 👇 #SohoStyling #FashionHacks #OutfitInspo #BendigoFashionOnline #AffordableStyle"