Brand Tone

Playful, Imaginative, and Nurturing

Brand Values

• •Imagination & Creativity
• •Empowerment & Confidence
• •Quality & Craftsmanship
• •Joy & Fun
• •Child-Centricity

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key tone words (e.g., playful, encouraging, whimsical, caring), "words we use" (e.g., adventure, magic, brave, imagine), and "words we avoid" (e.g., cheap, ordinary, formal jargon).
• •Focus on the "Why": Always circle back to the core values of encouraging imagination, empowerment, and joy. Let these values shine through in the language used. The "About Us" story is a great source of this "why".
• •Speak to the Parent, Inspire the Child: While parents are the purchasers, the copy should evoke the joy and imaginative possibilities for their children. Use language that resonates with a parent's desire to see their child happy and developing.
• •Use Storytelling: Share anecdotes (even fictional short ones) or paint vivid pictures of children enjoying the products. For instance, "Watch their eyes light up as they transform into a fearless knight or a graceful fairy!"
• •Maintain Consistency Across Platforms: Ensure the same playful, nurturing, and imaginative tone is used on the website, social media, email communications, and any customer service interactions. Regularly review content to ensure it aligns.

Social Perception

Customers generally perceive Super Capes and Tutus very positively, especially those who have purchased through their Etsy store. They are seen as a provider of high-quality, handmade costumes that spark joy and imagination in children.

Copy Examples

• •Website Banner: "Unleash the Adventure! ✨ Handmade capes and tutus to spark your little one's biggest dreams. Let their imagination take flight!"
• •Product Description (Superhero Cape): "Is it a bird? Is it a plane? No, it's your little hero, ready to save the day! Our vibrant satin capes are made with love and a sprinkle of superpower, perfect for hours of imaginative play and confidence-boosting adventures."
• •Social Media Post (Facebook/Pinterest): "Every twirl tells a story! 💖 Our magical, handcrafted tutus are designed to make your little star shine. What adventures will they dream up today? #SuperCapesAndTutus #ImaginativePlay #HandmadeWithLove #TutuCute"
• •Email Newsletter Subject: "Ready for an Adventure, [Child's Name]? New Magical Arrivals!"
• •About Us Snippet: "From our family to yours, we pour love and a little bit of magic into every stitch. At Super Capes and Tutus, we believe in the power of play to help children discover the hero or princess within. Let's create some wonderful memories together!"