Brand Tone

Aspirational, Feminine, and Confident

Brand Values

• •National Pride
• •Style & Trend-Consciousness
• •Female Empowerment
• •Quality & Exclusivity

Best Practices

• •Lead with "You": Center the customer in the narrative. Instead of "Our new dress is beautiful," write "You will look incredible in our new dress." This makes the message personal and empowering.
• •Use Empowering Verbs: Employ strong, active verbs that inspire confidence. Words like "Define," "Conquer," "Celebrate," "Inspire," and "Dare" align perfectly with the brand's mission.
• •Maintain a Polished yet Approachable Tone: While the aesthetic is aspirational, the language should remain welcoming. Use polished grammar and sophisticated vocabulary, but avoid being overly formal or distant. Posing questions on social media is a great way to bridge this gap.
• •Weave in Brand Values: Consistently reference key values. Mention that designs are "100% Mexican" or are part of an "exclusive" collection, and created to give "confidence." This reinforces brand identity in every communication.
• •Adapt the Tone for Each Platform: While the core tone remains the same, the execution should vary slightly. For Instagram, use more descriptive, emotive, and community-focused captions. For TikTok, use shorter, punchier, and more casual text that complements trending audio and video styles. For Website/Email, use slightly more formal and informative text, focusing on the benefits of quality, design, and exclusivity.

Social Perception

Positive association, Community Engagement, Trust in a Local Brand

Copy Examples

• •Define your power. The new collection is here, created for the woman who doesn't ask permission to shine. Discover designs that celebrate your strength. #TheModaWoman
• •The dress that needs no introduction. Flow with every step and feel as incredible as you look. Perfect for those days when your only mission is to conquer. Link in bio.
• •POV: You stop following trends to become one. Our new sets are designed to inspire. What's your power look?
• •Made in Mexico, with love. ❤️ At The moda, we believe in the power of a great outfit. Wear confidence with 100% Mexican designs that make you feel unique. Explore now and find your new favorite!
• •You're not like the others, and your closet shouldn't be either. We give you exclusive access to our new launches before anyone else. Unique pieces for unforgettable moments. Shop the collection.