Brand Tone

Warm, Personal, and Uplifting.

Brand Values

• •Family & Legacy
• •Community & Local Support
• •Kindness and Inclusivity
• •Authenticity & Passion
• •Effortless Style

Best Practices

• •Always Lead with Warmth: Start and end every piece of communication, from a caption to a customer service email, with a friendly and approachable tone. Avoid overly formal or corporate language.
• •Tell the Story: Regularly weave elements of the brand's origin story into your copy. Mentioning Lili, her mom, or the "love story" behind the name reinforces the brand's unique identity and builds an emotional connection.
• •Embody the Motto: Use the values of "Love, Kindness, and Happy Living" as a filter for your copy. The language should be positive, inclusive, and aim to uplift the customer.
• •Connect with the Community: Reference the local Victoria setting, the LoJo district, and the "West Coast" vibe. This grounds the brand and makes it relatable to its core audience.
• •Keep it Personal and Authentic: Write as if you are speaking directly to a friend. Use "we" and "you" to create a conversational feel. Sharing personal style tips or behind-the-scenes moments from the owner enhances this authenticity.

Social Perception

The public perceives The Dancing Lily as a beloved local gem rather than just a retail store. Customers feel a personal connection to the owner and staff, who are described as approachable and genuinely helpful. The brand is seen as a positive and happy place with a well-curated selection of quality, stylish clothing. The narrative of a local, family-inspired, Indigenous-owned business resonates strongly with its clientele, fostering a sense of loyalty and community support.

Copy Examples

• •That golden hour glow ✨ Just in: the perfect sunset-to-evening dress that feels as soft as it looks. We believe style should be full of love, kindness, and happy living... and this dress is all three! Come find your new favorite piece in-store this week. #TheDancingLily #LoJo #VictoriaBC #WestCoastStyle #BoutiqueLove
• •Inspired by a Mother-Daughter Story. Curated for Your Closet. Welcome to The Dancing Lily – where every piece is chosen with love.
• •We love being part of the incredible LoJo community! ❤️ Seeing all of your friendly faces is what makes our days so bright. Thank you for supporting our dream, inspired by family and a love for fashion. What's your favorite thing about shopping local? Let us know below! #SupportLocal #YYJBusiness #CommunityLove #TheDL
• •Wrap yourself in a hug! This cozy knit sweater isn't just a layer; it's a feeling. With its relaxed fit and ultra-soft feel, it’s the perfect companion for a walk along the coast or a coffee date with a friend. Effortlessly stylish and wonderfully comfortable – just the way we like it.
• •A little bit of happy for your wardrobe ✨