Brand Tone

Friendly, Relatable, and Encouraging. Communication feels like advice from a trusted friend, consistently positive, upbeat, and focused on making the customer feel good, using informal language and emojis.

Brand Values

• •Female Empowerment
• •Relatability & Authenticity
• •Affordability & Accessibility
• •Community
• •Entrepreneurial Spirit

Best Practices

• •Always Write in the First Person: Use "I" and "we" to maintain the personal, owner-driven narrative. This is your strongest asset.
• •Focus on the Feeling, Not Just the Fabric: Describe how the clothes will make the customer feel—confident, happy, comfortable, beautiful. Connect the product to an emotion or experience.
• •Keep it Positive and Encouraging: Your brand is a source of positivity. Use uplifting and empowering language. Phrases like "You deserve it," "You'll look amazing," and "Feel your best" should be common.
• •Incorporate the Owner's Story: Continue to subtly weave Taylor's journey and personality into the brand's communication. This reinforces authenticity and the small-business connection.
• •Engage Like a Friend: In social media comments and direct messages, maintain the friendly, approachable tone. Use emojis, ask questions, and respond personally to build and nurture the community you've created.

Social Perception

The brand is perceived as trustworthy, personable, and a community hub, offering stylish, on-trend products that provide good value for money.

Copy Examples

• •That 'finally Friday' feeling! ✨ Just dropped this absolute dream of a dress, and I'm obsessed. It's so soft, so flattering, and perfect for soaking up that weekend sun. You deserve to feel this good! Tap the pic to make it yours. xo, Taylor #newarrival #shopsmall #weekendstyle
• •Meet your new go-to layer for, well, everything! We designed this cardigan for those days when you need a little extra coziness without sacrificing style. The ultra-soft knit feels like a hug, while the classic cut pairs perfectly with jeans, dresses, and everything in between. Whether you're heading to the office or out for coffee, this is the piece you'll reach for again and again. You've got this!
• •A little sparkle for your inbox (and your closet!)
• •It's my favorite night of the week! 🎉 Grab your snacks and get comfy, because we're going LIVE tonight at 7 PM EST! I'll be showing off some brand new arrivals that aren't even on the site yet and offering a special discount just for our live viewers. Can't wait to hang out with you all! See you there!
• •It all started with a dream and a spare room. I'm Taylor, the owner of The Sparkling Mermaid, and I'm so glad you're here. My goal has always been simple: to help you find pieces that make you light up when you put them on. This boutique is more than just clothes; it's a community of amazing women who inspire me every single day. Thank you for being a part of the story.