Brand Tone

Trendy, youthful, chic, stylish, confident, accessible, and fashion-forward

Brand Values

• •Providing the latest trends.
• •Offering quality clothing.
• •Fair pricing.
• •Making customers look and feel their best.
• •Customer satisfaction.
• •Trendiness: Strong focus on current fashion.
• •Variety: Offering a wide selection of styles.
• •Aesthetics: Emphasis on the visual appeal of clothing in online presentations.

Best Practices

• •Define Your Brand Voice Persona: Create a detailed persona for your brand's voice (e.g., "The Fashionable Best Friend," "The Chic Trendsetter"). What are their characteristics? How do they speak? This helps ensure everyone writing copy understands the desired tone. For Starlow, this would be young, trendy, confident, and in-the-know.
• •Use a Consistent Vocabulary and Style: Develop a list of preferred words and phrases that align with the brand's tone, as well as those to avoid. For Starlow, this would include contemporary slang (used appropriately), positive and aspirational adjectives (e.g., "stunning," "essential," "on-trend"), and a generally upbeat, direct style. Avoid overly formal or technical jargon.
• •Mirror Your Target Audience's Language: Pay attention to how your ideal customers communicate (e.g., on social media, in reviews of similar brands). Incorporate their language naturally to make the brand feel more relatable and authentic.
• •Maintain Tone Across All Channels: Ensure the brand voice is consistent everywhere, from website product descriptions and email newsletters to social media posts and customer service interactions. A customer service script that is overly formal would clash with playful social media copy.
• •Review and Iterate: Regularly review your copy to ensure it still aligns with the brand's tone and values, and that it resonates with your audience. Don't be afraid to tweak and refine your approach based on performance and feedback. If the brand evolves, the tone should evolve with it.

Social Perception

The social perception of Starlow is polarized. A segment of consumers is attracted by the trendy styles and apparently affordable prices. A significant and vocal segment perceives Starlow negatively due to issues with order fulfillment, product quality discrepancies, and poor customer service. Overall, the negative perception, particularly concerning post-purchase experience, significantly impacts the brand's overall reputation, despite an appealing product presentation on their website and social media.

Copy Examples

• •Headline: Turn Heads This Weekend. ✨ Body: Your new favorite outfit is waiting. Dive into Starlow’s latest collection and own the moment. #StarlowStyle #NewCollection
• •Headline: Obsessed is an understatement. 😍 Body: From dreamy dresses to a-game accessories, get ready to refresh your wardrobe with pieces you'll actually live in. Shop Starlow now!
• •Headline: Level Up Your Look. 🚀 Body: Why blend in when you were born to stand out? Starlow brings you the boldest trends and must-have staples. What are you waiting for?
• •Headline: That 'Add to Cart' Feeling. 😉 Body: You know it, we love it. Spoil yourself with Starlow’s chic new arrivals. Style, delivered. #FashionFix #TreatYourself
• •Headline: Be Your Own Style Icon. 👑 Body: With Starlow, you don't just follow trends, you set them. Explore stunning pieces designed to make you look and feel amazing. Shop the vibe.