Brand Tone

Aspirational yet Relatable, Friendly and Approachable, Authentic (Curated Authenticity), Positive and Upbeat, Helpful and Informative

Brand Values

• •Style and Aesthetics
• •Family
• •Quality and Curation
• •Community
• •Practical Luxury/Accessible Aspiration

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to (aspirational but busy mothers/women) and use language that resonates with them – warm, slightly informal but still articulate, and understanding of their daily juggle.
• •Maintain a Consistent Voice Persona (Lucinda's Voice): Whether it's Lucinda herself or someone writing on behalf of the brand, the copy should always sound like it's coming from that friendly, stylish, and knowledgeable "mum friend."
• •Balance Aspiration with Relatability: Showcase beautiful things and experiences, but ground them in the context of real life. Acknowledge imperfections or the practicalities of daily life to avoid alienating the audience.
• •Be Genuinely Helpful: Frame copy around providing value – be it a style tip, a product recommendation that solves a problem, or an idea that inspires. The audience should feel they gain something from the content.
• •Visual and Verbal Harmony: Ensure the tone of the copy matches the visual aesthetic. If the images are bright, clean, and stylish, the copy should reflect that same polished yet approachable feel. Avoid jarring disconnects between what is seen and what is read.

Social Perception

Trusted Source, Inspirational Figure, Established and Credible, Relatable for Modern Mothers, Positive Community

Copy Examples

• •Instagram Post (Fashion): "Stepping into the week with a little bit of sunshine and this dress that just *feels* like spring! ☀️ Found the perfect balance between comfy and chic – ideal for school runs that turn into impromptu coffee dates. Linked it on my @liketoknow.it for you! #TLMEdit #SpringStyle #OOTD #MumStyle"
• •Blog Post Intro (Beauty): "Let's talk evening routines! That little pocket of 'me-time' after a hectic day. I've been trying out a few new beauty heroes that are actually making a difference, and of course, I had to share my honest thoughts with you all. Ready to glow? ✨ #BeautyRoutine #SkincareSecrets #TLMRecommends"
• •Facebook Post (Home): "There's nothing quite like a fresh space to reset the mind. A few simple tweaks in the living room this weekend – a new cushion combo and some lovely blooms – have made all the difference! What are your go-to quick home refreshers? Would love to hear! #HomeInspo #LivingRoomDecor #TLMHome #WeekendVibes"
• •Email Newsletter Snippet (Travel/Lifestyle): "Dreaming of our next getaway (even if it's just for a weekend!). I'm pulling together a list of family-friendly spots that don't skimp on style. Because who says you can't have both? 😉 Keep an eye on the blog later this week! #FamilyTravel #StylishEscapes #TLMAdventures"
• •Promotional Copy (if she had a direct product or collaboration): "Introducing the [Product Name] – thoughtfully curated by me for busy lives that deserve a touch of everyday luxury. It's all about making those daily moments feel a little more special. Hope you love it as much as I do! Shop now via the link in bio. #TLMCollab #EverydayLuxury #ThoughtfulDesign"