Brand Tone

Inclusive, Heartfelt, and Family-Oriented. Modern and Trendy, Empowering, Playful and Sassy

Brand Values

• •Inclusivity & Diversity
• •Family & Unity
• •Quality
• •Love & Breaking Barriers
• •Modern Style

Best Practices

• •Always Prioritize Inclusivity: Ensure language and imagery reflect diverse family structures and make everyone feel seen and included. Avoid gender stereotypes where possible and highlight options for all family members.
• •Lead with Heart: Infuse copy with words that evoke love, connection, unity, and cherished family moments. Tell stories rather than just selling products.
• •Keep it Modern and Upbeat: While heartfelt, the tone should also reflect the "fashion-forward" aspect of the brand. Use contemporary language and a positive, energetic voice.
• •Highlight Core Values: Subtly weave in mentions of quality materials, handcrafted aspects, and the brand's mission (e.g., redefining family fashion, being women & minority-owned) to reinforce what Tony by Toni stands for.
• •Be Authentic and Relatable: Share the "why" behind the brand. Connect with the audience on a personal level, drawing from the founders' inspiration and the everyday joys and challenges of family life.

Social Perception

Customers appreciate the inclusivity of the brand, particularly the ability for moms to match with their sons and for the whole family to coordinate. The quality and comfort of the apparel, specifically sweatshirts and t-shirts made from soft materials, are frequently highlighted. The stylish and cute designs are well-received, making for good photo opportunities and family event attire. The brand is seen as a good gift idea due to its affordability and appeal to various family members. There's an appreciation for it being a family-owned, minority, and women-owned business.

Copy Examples

• •Every family has its own unique rhythm. At Tony by Toni, we design the looks that celebrate your beautiful beat. Match the love, match the laughter, match your unique family story. #TonyByToni #FamilyInStyle #MatchTheLove
• •This holiday season, wrap your loved ones in more than just warmth. Our coordinated family apparel is a hug you can wear, a memory in the making. Because togetherness is the greatest gift. Shop Tony by Toni. #FamilyUnity #HolidayStyle
• •Introducing the 'Define' collection – because every family defines love in its own way. Explore fresh, modern styles made for every member of your crew. Handcrafted with love, designed for connection. Discover yours at Tony by Toni. #RedefineFamilyFashion #QualityComfort
• •No more 'mommy and me' that leaves out the boys! Tony by Toni was born from a desire to include everyone. Celebrate that special bond with your son in styles that are as cool as he is (and as loving as you are!). #MomsAndSons #InclusiveFashion
• •Fueled by love, inspired by family. Tony by Toni isn't just about clothes; it's about breaking barriers and bringing more love into the world, one matching outfit at a time. Join our family. #MinorityOwned #FashionWithPurpose