Brand Tone

Empowering, Aspirational, and Girly Glam

Brand Values

• •Empowerment & Confidence
• •Quality & Care
• •Community
• •Entrepreneurial Spirit
• •Self-Expression

Best Practices

• •Always Speak to "The Boss": Frame every piece of copy, from product descriptions to social media replies, as a conversation with a confident, ambitious individual. Use empowering language and address the customer as an equal and a peer.
• •Lead with Empowerment, Follow with Product: Start with the feeling or outcome (confidence, success, glamour) before introducing the product as the tool to achieve it. The focus should be on the customer's transformation, not just the item's features.
• •Maintain the "Girly Glam" Voice: Consistently use emojis that fit the brand aesthetic (e.g., , , , ). Keep the tone upbeat, friendly, and infused with a sense of fun and glamour. Avoid overly corporate or sterile language.
• •Weave the Founder's Story In: Periodically share snippets of the founder's journey and the "why" behind the brand. This reinforces the values of entrepreneurship and authenticity and strengthens the personal connection with the audience.
• •Create a "Brand Language" Guide: Develop a simple internal document with a list of "Brand Words" (e.g., Boss, Slay, Queen, Hustle, Glow) and "Off-Brand Words" (e.g., cheap, basic, average). This ensures that anyone creating content for the brand can maintain its unique voice.

Social Perception

Customers perceive the brand as trustworthy and high-quality. It is seen as an inspiring, Black-owned business. The brand is viewed as personable and engaging.

Copy Examples

• •✨ Boss mode: Activated. ✨ Don't just walk into the room, own it. Our 'CEO' lashes and 'Hustle' gloss are the only power suit you need. Ready to slay your day? Tap to shop! #TheeTNB #LashGoals #LipGlossAddict #WomeninBusiness
• •Hey Boss! Your Weekly Dose of Confidence is Inside...
• •For the Go-Getter, the Dreamer, the CEO of Her Own Life. Welcome to Thee TNB.
• •(Video shows packing an order with care) On-screen text: "Packing your order with a little extra confidence because you deserve it. Thank you for supporting my dream, Queen!" #SmallBusinessOwner #PackingOrders #ASMR #BlackOwnedBusiness
• •Tired of lip gloss that feels sticky? Meet your new obsession. ✨ Our signature gloss delivers high shine and major hydration without the tackiness. Made for Bosses, by a Boss. Shop our best-sellers now and get 15% off your first order!