Brand Tone

Fun & Playful, Friendly & Relatable, Trendy & Youthful, Comfort-Oriented & Cozy, Aspirational yet Accessible

Brand Values

• •Comfort
• •Style
• •Self-Care & Relaxation
• •Community
• •Fun & Joy

Best Practices

• •Embrace Emojis & Playful Language: Use emojis strategically to add personality and fun (✨💖😉😴). Incorporate lighthearted, colloquial language where appropriate (e.g., "Comfy AF," "chill sesh," "snooze you lose").
• •Focus on "You" and Community: Address the audience directly. Encourage interaction by asking questions and featuring user-generated content. Use inclusive language that fosters a sense of belonging.
• •Highlight Comfort & Style Equally: Consistently weave in messaging about both the tactile comfort (soft, cozy, plush) and the visual appeal (cute, trendy, stylish) of the products.
• •Keep it Upbeat and Positive: Maintain an optimistic and cheerful tone. Even when addressing potential issues (like low stock), frame it in a way that encourages prompt action rather than negativity.
• •Stay Visually Consistent with Copy: Ensure that the tone of the copy aligns with the accompanying visuals. If the image is fun and vibrant, the copy should reflect that energy. If it's more serene and focused on relaxation, the copy can be slightly softer while still maintaining the brand's overall friendliness.

Social Perception

A go-to brand for stylish and comfortable pajamas and loungewear, Trendy and in vogue, particularly with a younger female audience, A brand that celebrates comfort and self-indulgence, Engaging and interactive on social media, Good quality for the price point, offering a balance of style and comfort.

Copy Examples

• •Instagram Post (New Collection): "Warning: May cause extreme comfort and an unwillingness to leave the house! 😉 Our NEWEST collection just dropped and it’s everything you’ve ever dreamed of for your next chill sesh. ✨ Tap the link in bio to snag yours before they’re gone! #SleepoverClub #NewCollection #PajamaParty #ComfyAF"
• •Facebook Ad (Targeting Comfort Seekers): "Tired of boring PJs? 👋 Say hello to your new happy place! The Sleepover Club brings you the softest, cutest, and most comfortable loungewear you’ll ever own. Perfect for movie marathons, lazy Sundays, and everything in between. Shop now & treat yourself! 👉 [Link to Website]"
• •TikTok Video Caption (Try-On Haul): "Rate my new Sleepover Club haul! 💖 Which set is your fave? Obsessed with how soft these are! 😍 #SleepoverClub #PJs #Loungewear #TryOnHaul #OOTN (Outfit Of The Night-In!)"
• •Website Banner (Homepage Promotion): "Hello, Cozy! 👋 Your ultimate relaxation starts here. Discover dreamy PJs and loungewear designed for sweet dreams and even sweeter lounging. Free shipping on orders over £50!"
• •Email Subject Line (Sale Announcement): "😴 Snooze You Lose! Our BIGGEST Sale Is ON NOW! 💤 Email Body Snippet: Hey Sleepyhead! Get ready to upgrade your downtime! For a limited time, grab your fave Sleepover Club styles at dreamy prices. From plush PJs to chic loungewear, find your perfect match for ultimate comfort. Don't miss out! Shop the sale now!"