Brand Tone

aspirational, trendy, and confident

Brand Values

• •Exclusivity and Curation
• •Trend-Consciousness
• •Accessibility
• •Customer Experience

Best Practices

• •Create a Unified Style Guide: Document the brand's tone (aspirational, confident), key messaging pillars (exclusivity, trendiness), and vocabulary (e.g., use "curated," "exclusive," "discover" instead of just "buy"). This guide should be the foundation for all writers and marketers.
• •Segment and Tailor, But Don't Change Persona: While the tone on Instagram may be more conversational than in an email, the core persona should remain the same. The "voice" should be consistent, whether it's an ad, a product description, or a customer service reply.
• •Use Evocative Language: Instead of listing features, describe experiences. For a dress, don't just say "Made of cotton"; say "Crafted from breathable cotton for effortless all-day comfort." For a perfume, describe the mood it creates, not just the notes.
• •Align Visuals with Copy: Ensure that the photography and graphic design on all platforms reflect the aspirational and confident tone of the copy. High-quality, stylish imagery is crucial to reinforce the message of exclusivity and trend-consciousness.
• •Train Customer Service on Brand Voice: The brand's tone must extend to every touchpoint, especially customer service. Provide templates and training to ensure that even responses to complaints are handled in a manner that is professional, empathetic, and aligned with the brand's confident and polished persona. Addressing negative feedback in the brand's voice can help mitigate damage to its perception.

Social Perception

The public perception of Swank is divided. It is viewed as a go-to online destination for modern fashion and unique fragrances, successfully projecting an image of glamour and status and appealing to aspirational lifestyles. However, this positive image is undermined by negative customer experiences related to logistics, shipping, returns, and product quality, creating a perception that operational efficiency does not match the polished brand image, risking long-term damage to reputation and trust.

Copy Examples

• •Your new identity has arrived. Spectre Ghost is more than a scent—it's a secret whispered in velvet. Unforgettable, mysterious, and exclusively yours. Discover the confession. #SwankScents #LuxuryUnlocked #SignatureScent
• •From boardroom power to evening elegance, the Allure Blazer Dress doesn't just fit your body, it fits your life. Define your own terms. Shop the new collection now on swank.lk.
• •Don't Follow Trends. Set Them. Explore curated collections of fashion and fragrance designed for the modern individual. Shop New Arrivals
• •Inside: The Scents That Are Defining 2025. We’ve curated the future of fragrance. Are you ready to find yours?
• •SWANK Exclusive: Your early access to our weekend sale starts now. Be the first to own the look. Limited stock. [Link to website]