Brand Tone

Friendly, Welcoming, Helpful, Approachable, Passionate, Enthusiastic, Charming, Elegant, and Community-Focused

Brand Values

• •Customer Satisfaction
• •Quality and Uniqueness
• •Passion for Design
• •Creating a Positive Experience
• •Community Connection

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., friendly, charming, helpful, enthusiastic), including words to use and avoid. Share this with anyone creating content.
• •Use "We" and "You" Language: Foster a direct and personal connection with the audience, making them feel like part of the Sugarplum community (e.g., "We aim to inspire you...").
• •Tell Your Story: Weave in elements of the brand's journey, the passion of the founders, and the unique aspects of the physical store to build authenticity and connection.
• •Empower Your Team (the "Sugarplummers"): Ensure that all staff embody the brand's friendly and helpful ethos in both in-person and online interactions. Their positive reputation is a huge asset.
• •Showcase Customer Love (with permission): Share positive customer testimonials and user-generated content. This reinforces the brand's positive perception and uses the authentic voices of happy shoppers.

Social Perception

Highly Positive, Trusted Local Gem, Go-To for Gifts and Outfits, Welcoming and Friendly Atmosphere, Value for Money

Copy Examples

• •Homepage Welcome: "Step into Sugarplum and discover a little sparkle for your wardrobe and a lot of charm for your home. We’re so glad you’re here!"
• •New Arrivals (Social Media): "Hello, lovely! ✨ Our latest curated collection has just landed, filled with unique treasures chosen with love, just for you. Come find your new favourite piece in-store or online!"
• •Product Description (e.g., a dress): "Feel effortlessly elegant in our new [Dress Name]! Perfect for [occasion] or simply when you want to add a touch of everyday magic. Need styling advice? Our friendly Sugarplummers are always here to help you shine!"
• •About Us Snippet: "More than just a boutique, Sugarplum is a haven of handpicked delights in the heart of Fleet. For over [Number] years, we've loved helping you discover pieces that make you smile. Come say hello!"
• •Email Subject Line (for a sale): "A little treat from us to you! ✨ Find something special at Sugarplum."