Brand Tone

Relatable, Friendly, and Aspirational

Brand Values

• •Family
• •Authenticity
• •Empowerment

Best Practices

• •Always Lead with Relatability: Start captions and copy with a nod to a shared experience or feeling (e.g., the Monday morning rush, the hunt for the perfect pair of jeans, the joy of a sunny day). This immediately connects with the audience on a personal level.
• •Use a Conversational and Friendly Tone: Write as if you’re talking to a friend. Use contractions (e.g., "you're," "it's"), ask questions to encourage engagement, and incorporate tasteful emojis to add personality.
• •Weave in Brand Values Naturally: Instead of just stating "we value family," show it. Share behind-the-scenes moments, tell the story of the mother-daughter duo, and celebrate milestones with your community. Connect products back to the idea of creating memories.
• •Focus on the Feeling, Not Just the Feature: Instead of saying "This dress is made of cotton," say "Feel the soft, breathable comfort of this dress on a warm summer day." Sell the experience and the confidence the clothes will bring, not just the physical item.
• •Maintain Visual and Textual Cohesion: Ensure that the imagery on your website and social media reflects the "beauty in the mess" and "aspirational but real" aesthetic. The copy should then act as the voice that complements these visuals, creating a seamless and authentic brand experience.

Social Perception

Positive and Community-Focused

Copy Examples

• •Spin into the weekend with that new dress feeling! ✨ Our 'Sunday Meadow' dress just dropped, and she’s all about effortless charm and making you feel like a sunshine ray. Perfect for brunches, picnics, or just because. Who else loves a dress that does all the talking? #SWBStyle #NewArrival #EffortlessChic
• •Life’s too short for boring clothes! 🤘 From morning coffee runs to weekend adventures, our graphic tees are here for all of it. Comfortable, cool, and a little bit sassy – just like you. Find your new favorite and embrace the beautiful mess. Shop the collection now and get free shipping on orders over $100! #GraphicTees #CasualStyle #SWB
• •Style for Your Story. We're not just selling clothes; we're celebrating the beautifully chaotic, wonderfully real moments of your life. Find pieces that feel like you. #BeautyInTheMess
• •Hey [Customer Name], Ever wonder who’s behind SWB? We’re a mother-daughter team, fueled by coffee and a shared dream: to make fashion fun and affordable for women just like us. We believe in finding joy (and the perfect outfit!) in the middle of everyday chaos. Thanks for being part of our story. ❤️ XOXO, Brooke & Tami
• •Embracing the mess, but making it chic. 😉 That’s the SWB way. #GRWM #BoutiqueFashion #RealStyle #Confidence