Brand Tone

Proud, Empowering, and Community-Focused.

Brand Values

• •Sisterhood
• •Leadership & Empowerment
• •Legacy & History
• •Social Justice & Civic Engagement
• •Excellence

Best Practices

• •Always Center "Sisterhood": This is the most powerful and unique emotional anchor for the brand. Use words like "sister," "bond," "family," and "network" to reinforce this core value.
• •Speak the Language of Empowerment: Use strong, active verbs and uplifting adjectives. Frame the merchandise not just as clothing, but as armor for leaders, innovators, and changemakers.
• •Honor the Legacy: Regularly incorporate references to the college's rich history, its founders, its role in the Civil Rights Movement, and its status as an all-women's HBCU. This adds depth and significance to the brand.
• •Create a Sense of Exclusivity and Pride: Use language that makes the audience feel part of a special and important group. Phrases like "For Belles, by Belles," "Wear your legacy," and "Show your Belle pride" reinforce this in-group identity.
• •Maintain a Unified Voice with the College: Ensure all copy aligns with the mission and official communications of Bennett College. The shop is an ambassador for the college, so its voice must be consistent, professional, and always reflective of the institution's values.

Social Perception

For internal audiences (students/alumnae), The Belle Shop is viewed with immense pride, love, and nostalgia, signifying identity, belonging, and shared experience within an exclusive and supportive "sisterhood." Merchandise serves as a tangible connection to transformative college years. For external audiences, awareness of the shop is low, but those familiar with Bennett College perceive it as a respected and historically significant institution, a symbol of Black excellence, women's empowerment, and resilience, representing a worthy cause, especially in light of the college's publicized fight for survival.

Copy Examples

• •Wrap yourself in the legacy. Our new premium bomber jacket isn't just outerwear; it's a statement. A statement of sisterhood, strength, and 150 years of Black excellence. Wear the pride of every Belle who came before you. #BennettCollege #BellePride #SisterhoodForLife
• •More than a T-shirt, it’s a piece of your story. Designed for the phenomenal woman you are and the powerful leader you are becoming. Made with soft, premium cotton, this tee carries the spirit of Bennett in every thread. Show the world what a Belle looks like.
• •Remember the walks across the quad? The late nights in the library? The moment you knew you had sisters for life? Keep that feeling close. The Belle Shop has new alumnae gear to help you celebrate your forever home. Shop now and carry the legacy forward.
• •Welcome to the Sisterhood, Class of 2029! Your journey is just beginning, and it’s time to wear your new name with pride. Visit The Belle Shop online to get your very first piece of Bennett gear. This is where your legacy starts. #BennettBelles
• •Lead with purpose. Serve with integrity. Shop with pride. Every purchase from The Belle Shop directly supports the mission of Bennett College and the next generation of women leaders. #SupportHBCUs #BennettCollege