Brand Tone

Youthful & Trendy, Approachable & Friendly, Aspirational yet Attainable, Playful & Fun

Brand Values

• •Style & Trend-Consciousness: Providing customers with fashionable and up-to-date clothing and accessories.
• •Versatility: Offering items for various occasions, from casual wear to formal events.
• •Customer Focus: Targeting specific customer needs and events (e.g., graduation, prom).
• •Community Connection: Being a local business in Hanover, NH, with mentions of sister stores and local affiliations.
• •Relatability: Creating a brand that feels accessible and friendly, possibly enhanced by the "shop dog" feature.

Best Practices

• •Know Your Audience: Consistently use language, references, and humor that resonate with your target demographic (e.g., college students, young professionals in New England).
• •Develop a Brand Voice Guide: Document key tone characteristics (youthful, friendly, trendy, approachable), preferred vocabulary, and phrases to avoid. Share this with anyone creating content.
• •Stay Authentic & Relatable: Incorporate elements like the "shop dog" or talk about local events/lifestyles to build a genuine connection. Avoid overly corporate or stiff language.
• •Use Emojis and Casual Language (Appropriately): Reflect the youthful and approachable tone by using emojis and a more conversational style on social media, while maintaining professionalism.
• •Consistency Across Platforms: While the style might vary slightly (e.g., more emojis on Instagram, slightly more descriptive on the website), the core brand tone should remain consistent across the website, social media, emails, and any other customer-facing communication.

Social Perception

A go-to destination for young women seeking stylish outfits for memorable moments and everyday life; resonates with local New England style preferences; connects with audience on multiple social media platforms; appeals to a sustainability-conscious or bargain-hunting segment.

Copy Examples

• •Instagram Post for a New Dress Collection: Stop scrolling babe, your dream dress just dropped! ✨ Our new collection is serving looks for every single plan in your cal. Brunch? Date night? Just feeling cute? We got you. Tap to shop The Ivy Edit! #NewArrivals #DressObsessed #IvyStyle
• •Website Banner for Seasonal Edit: Hello Sunshine! ☀️ Your summer style called, and it's waiting at The Ivy Edit. From breezy dresses to the perfect 4th of July 'fit, get ready to own the season. Shop The Summer Edit now! #SummerVibes #OOTD #TheIvyEdit
• •Facebook Ad Targeting Students for Prom/Formal: Prom/Formal '25 queens, assemble! 👑 Don't just go to the dance, *arrive*. The Ivy Edit has the show-stopping dresses and cool-girl jumpsuits that'll have everyone asking, 'Where'd you get that?!' Find your perfect look today! #PromNight #FormalSZN #BestDressed
• •Email Subject Line for a Sale: 🚨 Sale Alert! 🚨 Your closet called, it needs an Ivy Edit refresh (for less!). Up to 50% off faves inside – don't walk, run! 🏃‍♀️
• •Product Description for an Everyday Top: Meet your new go-to! This [Adjective, e.g., comfy, chic] top is perfect for acing that presentation, grabbing coffee with the besties, or just looking effortlessly cool around campus. Pair it with your fave denim and you're golden. Add to cart? Yes, please! #EverydayStyle #CollegeFashion #MustHave