Brand Tone

friendly, approachable, encouraging, casual, positive, and enthusiastic, like a helpful and fashion-savvy friend, avoiding corporate jargon and opting for relatable words.

Brand Values

• •Authenticity
• •Customer-Centricity
• •Community
• •Curated Style
• •Joy and Confidence

Best Practices

• •Maintain a Personal Voice: Always write as if you're speaking to a friend. Use "you" and "we" to create a direct and personal connection. Keep the tone warm, enthusiastic, and helpful.
• •Tell Your Story: Regularly weave in mentions of being a family-run, New Zealand-based business. This is a key differentiator and builds a stronger brand connection than just selling products.
• •Focus on the Feeling: Go beyond just describing the product's features. Talk about how the clothes will make the customer feel (e.g., "feel confident," "stay cosy," "effortlessly stylish") and where she can wear them.
• •Engage with Your Community: Your comment sections are gold. Always respond with the same friendly and personal brand voice. Answer questions, thank customers for their feedback, and make them feel seen and appreciated.
• •Use Consistent Visual and Textual Language: Ensure the friendly, positive tone of the copy is matched by the visual style of your photos —bright, welcoming, and featuring relatable people. This creates a cohesive and trustworthy brand identity across all platforms.

Social Perception

The brand is perceived as a reliable, high-quality, and trustworthy New Zealand brand, known for fast delivery and accurate product depictions. It is seen as a go-to for stylish, everyday womenswear. The family-run aspect fosters loyalty, making it an accessible boutique with excellent service and a well-curated collection.

Copy Examples

• •Headline: The dress your wardrobe has been waiting for! ✨ Body: Say hello to the 'Willow' Midi Dress. With its flattering silhouette and dreamy floral print, it's the perfect effortless piece for any occasion. We're already picturing it with sneakers for a casual day out or heels for a special evening. Tap to make it yours! #ThirtyOneDays #NZStyle #NewArrival
• •Subject: Your Weekly Style Update is Here! Body: Hi lovely! Ready for a little fashion inspiration? This week is all about versatile knits and essential denim we've hand-picked just for you. From our family to yours, we hope you find a piece you'll love and wear for seasons to come.
• •Headline: From a small-town garage to your wardrobe. Body: We're Thirty One Days, a family-run fashion boutique based in Cambridge, NZ. We believe in beautiful, quality clothing that makes you feel amazing. Discover our curated collection and see why our customers rave about our fast shipping and friendly service. Shop local, feel wonderful.
• •Product: The Essential Blazer - Black Description: Meet your new wardrobe powerhouse. The Essential Blazer is that magic item that instantly pulls any outfit together. Crafted from a beautiful, structured fabric, it’s perfect for throwing over a simple tee and jeans to elevate your look, or pairing with trousers for that important meeting. Smart, timeless, and endlessly versatile – it’s a must-have.
• •(First slide: Video of a staff member showing two ways to style a scarf) Text: One scarf, endless possibilities! How would you wear it? (Second slide: Poll) Question: Choose your favourite style: [Classic Neck Tie] or [Chic Headband] (Third slide: Link to product) Text: So versatile! Tap here to shop our new scarves.