Brand Tone

Aspirational & Trendy, Youthful & Energetic, Empowering & Inclusive, Customer-Centric, Ambitious & Confident

Brand Values

• •Accessibility to Global Fashion
• •Self-Expression & Individuality
• •Customer Prioritization
• •Community & Empowerment
• •Innovation & Quality
• •Democratization of Luxury/Premium Fashion

Best Practices

• •Create a "Brand Voice & Tone" Guide: Document key characteristics (e.g., "Youthful," "Empowering," "Aspirational," "Slightly Playful but Chic"). Include "words we use" (e.g., "bae," "global," "curated," "empower") and "words we avoid."
• •Know Your "Bae": Always write as if speaking to your target audience – the young, fashion-conscious Indian woman who is digitally savvy and values self-expression and community.
• •Prioritize "Benefit to the Bae": Frame copy around how the product or the brand benefits the customer – making her feel stylish, confident, part of a community, or giving her access to something exclusive. "Bae" means "Before Anyone Else."
• •Stay Visually Consistent with Tone: Ensure the language used in copy complements the visual aesthetic (trendy, vibrant, high-quality imagery) used on the website and social media.
• •Train and Align All Communicators: Anyone writing for the brand (social media managers, copywriters, customer service) should understand and consistently apply the defined brand tone. Regularly review content to ensure adherence.

Social Perception

Emerging & Ambitious, Trendy & Fashion-Forward, Focused on the Indian Market, Potentially Perceived as a Re-seller (by some skeptics), Customer-Focused (Stated)

Copy Examples

• •Instagram Post (New Collection): "Stop scrolling, bae! 🔥 Your new style obsession just landed. Discover looks straight from global runways, now at The Bae Club. Because you deserve to wear what you love. #TheBaeClub #GlobalTrends #NewCollection #FashionIndia"
• •Website Banner (Homepage): "The World's Style, Delivered to Your Doorstep. Shop The Bae Club – Where You Come First. ✨ Express Shipping Across India."
• •Facebook Ad (Brand Awareness): "Tired of the same old? The Bae Club brings you exclusive international brands that speak YOUR language. Join our community of fearless fashion lovers. Empowerment looks good on you. Shop now! #BeTheBae #InternationalFashion #StyleRevolution #TheBaeClubIndia"
• •Email Subject Line (Promotion): "Hey Bae, Your Next Favorite Outfit is Waiting (with a little something extra inside 😉)"
• •Product Description Snippet (for a bold dress): "Own the room, bae. This isn't just a dress; it's a statement. Crafted for the confident, designed to turn heads. Dare to be you. Shop The Bae Club. #PowerDressing #StandOutStyle"