Brand Tone

Friendly, personal, encouraging, informal, welcoming, authentic, and relatable, creating a feeling of a small, personable business with a "big heart."

Brand Values

• •Passion and Dream Fulfillment
• •Authenticity and Relatability
• •Customer Appreciation
• •Accessibility

Best Practices

• •Write Like You Talk: Use a conversational and friendly tone. Address the customer directly with words like "you" and "your." Keep sentences and paragraphs short and easy to read.
• •Lead with Authenticity: Continue sharing behind-the-scenes content and personal stories from the founder. This builds trust and makes the brand more relatable than a faceless company.
• •Maintain a Consistent Voice Across All Channels: Whether it's an email, a tweet, or a product description, the friendly, encouraging, and personal tone should be unmistakable. Create a simple style guide with key phrases and brand vocabulary.
• •Engage with Your Community: Respond to comments and messages in the same friendly and personal brand voice. Ask questions in captions to encourage interaction and make your followers feel like part of a community.
• •Focus on the Feeling: Go beyond describing the product's features. Talk about how the clothes will make the customer feel: confident, happy, comfortable, and ready for any occasion. Connect the clothing to positive experiences and emotions.

Social Perception

Perceived as a small, owner-operated business with a personal touch, friendly, accessible, and community-oriented, appealing to consumers who prefer to support independent retailers.

Copy Examples

• •That Friday feeling just called... it wants you in this dress! ☀️ Our new 'Sunshine Daydream' dress has arrived and it's ready for all your weekend adventures. Light, breezy, and oh-so-cute. Tap to shop and make it yours! #swaseystyle #newarrival #weekendvibes
• •First time hearing about us? Hi there! We're Swasey Boutique, your new go-to for fun, affordable fashion. As a little 'welcome to the family,' take 10% off your first order with code THANKS10. Come see what you've been missing! 😉
• •Hey lovely! Just wanted to pop into your inbox and say thanks for being part of our journey. To show our appreciation, here's an exclusive look at our newest arrivals before anyone else sees them. Happy shopping! XOXO, Holly
• •One romper, three ways! ✨ Watch how I take our 'City Explorer' romper from a casual coffee run to a chic date night. Which look is your favorite? Let me know in the comments! #styletips #howtostyle #boutiquefashion #tiktokfashion
• •Your Dream Wardrobe is Waiting. Founded on a passion for fashion, we bring you styles that make you feel amazing, inside and out. Small Business. Big Heart.