Brand Tone

Friendly, Empowering, and Relatable

Brand Values

• •Confidence & Body Positivity
• •Community
• •Authenticity & Relatability
• •Family

Best Practices

• •Lead with "We" and "You": Always use conversational, first-person, and second-person language. Frame communications as a dialogue between "us" (the owners/brand) and "you" (the customer). This reinforces the personal, community-focused feel.
• •Tell Authentic Stories: Continue sharing personal anecdotes and the "why" behind the business. Talk about mom life, the challenges of running a business, and the joy of finding the perfect outfit. This authenticity is the brand's biggest asset.
• •Empower, Don't Just Sell: Every piece of copy should tie back to the core value of making women feel confident. Instead of just listing features ("This dress has pockets"), highlight the benefit ("This dress has pockets, so you can confidently go about your day hands-free").
• •Incorporate User-Generated Content: Feature customer photos and reviews in social media posts and on the website. This validates the brand's promises and strengthens the community by showing real women enjoying the clothes.
• •Maintain a Consistent Voice Across All Platforms: Whether it's a TikTok video, a product description, or a return policy, the friendly, relatable, and slightly sassy tone should be consistent. This creates a seamless and trustworthy brand experience for the customer at every touchpoint.

Social Perception

Positive, Trusted, and Community-Focused

Copy Examples

• •Forget 'fitting in.' This dress was made to fit YOU. ✨ The floral print you’ve been dreaming of, in a cut so comfy and flattering you’ll want to live in it. We believe confidence is the best outfit—this is just a beautiful way to wear it. Come find your perfect fit with us! #GrayBarnStyle #ConfidenceIsBeautiful
• •Hey, friends! It's Kateri and Alyssa, coming to you live from the boutique! We’ve got kids, we’ve got chaos, and we’ve got a rack of BRAND NEW arrivals that are about to make your week. Grab a drink, get comfy, and let's find you an outfit that feels as good as a Friday night! #LiveShopping #CommunityAndClothes
• •Here at GBB, we know the struggle is real. Finding that perfect pair of jeans? It can feel like a full-time job. That's why we do the work for you. Our new Judy Blue collection is here, bringing all the stretch, comfort, and 'wow, my butt looks great' energy you deserve. You're not just a customer, you're family—and we always want family to feel their best.
• •A little bit of sass and a whole lot of style. For the days when you feel bold, snarky, and unapologetically you. Warning: may cause laughter and confident smirks. Shop our Bad Word Corner... if you dare. 😉
• •Real clothes for real bodies. ✨ Watch Nora try on our new arrivals—she’s a size 10/12 and shows you how these pieces *actually* fit! Spoiler: they’re amazing. Which look is your favorite? Let us know in the comments! #JudyBlueJeans #BoutiqueHaul #Size12Style