Brand Tone

The brand's tone of voice is friendly, personal, encouraging, relatable, caring, genuine, approachable, and down-to-earth, creating a feeling of shopping from a friend's closet.

Brand Values

• •Caring & Community
• •Affordability & Quality
• •Authenticity & Relatability
• •Joy & Self-Expression

Best Practices

• •Always Start with a Friendly Tone: Begin communications, from emails to social media captions, with a warm and personal greeting (e.g., "Hey Friend," "Hi there,"). This reinforces the brand's approachable nature.
• •Tell the Founder's Story: Regularly weave elements of Jessica's story into the marketing. Mentioning her background as a mom and nurse reminds customers of the brand's authentic and caring foundation.
• •Use "You" and "We" to Build Community: Frame copy to speak directly to the customer ("You'll love...") while using "we" to create a sense of a shared community ("We're so excited about...").
• •Focus on the Feeling, Not Just the Feature: Instead of just describing a dress, describe how it feels to wear it—confident, happy, comfortable. Connect the clothing to everyday positive experiences.
• •Maintain a Consistent Visual and Verbal Language: Ensure the bright, clean, and positive tone of the copy is matched by the photography and visual branding across all platforms. The words and images should work together to tell the same friendly and authentic story.

Social Perception

The Pleated Poppy is perceived as a charming and trustworthy small business, strongly associated with its founder, Jessica, fostering a sense of loyalty. It's seen as a go-to for everyday, casual, and stylish affordable clothing.

Copy Examples

• •Sunshine in a dress! ☀️ Feeling so bright and happy in our new Amelia Floral Midi. It’s the perfect, easy-breezy piece for weekend brunches or that picnic you've been planning. Who else is ready for a little sunshine? Let us know below! #pleatedpoppy #sundressseason #floraldress
• •Headline: Style That Feels Like You. Sub-headline: Fun, affordable, and quality pieces chosen with care, just for you.
• •A little treat for your closet (and your wallet!)
• •Tired of clothes that don't feel like you? At The Pleated Poppy, we believe style should be fun and easy! Founded by a mom and nurse, our boutique is all about helping you find pieces you'll love without breaking the bank. Shop our new arrivals for quality, affordable styles shipped with care from Georgia.
• •Meet your new favorite sweater! The perfect blend of cozy and chic, this knit is like a warm hug on a chilly day. We love it paired with your favorite jeans for a casual coffee run or dressed up with a skirt for a dinner out. Made with quality fabric designed to keep you comfy and stylish all season long.