Brand Tone

Elegant, Romantic, and Aspirational

Brand Values

• •Beauty and Aesthetics
• •Individuality and Uniqueness
• •Craftsmanship/Design Detail
• •Customer Dreams/Aspirations
• •Inclusivity (in terms of style)

Best Practices

• •Develop a Brand Voice Guide: Document the brand's tone (Elegant, Romantic, Aspirational), personality traits (e.g., sophisticated, dreamy, artistic, heartfelt), preferred vocabulary (e.g., "cherished," "radiant," "masterpiece," "envision"), and phrases to avoid (e.g., overly casual slang, generic terms). Share this guide with everyone creating content.
• •Focus on Storytelling: Frame copy around the bride's journey, dreams, and the emotions associated with the wedding day. Use evocative language that paints a picture and connects with aspirations.
• •Maintain Visual-Textual Harmony: Ensure that the copy complements the elegant and romantic imagery used on the website and social media. The words should enhance the visual narrative, not detract from it.
• •Train Customer-Facing Teams: Ensure that all communication, including customer service interactions, reflects the same elegant and empathetic tone. While addressing issues directly, the language used should still align with the brand's aspirational and caring persona where appropriate (this seems to be a key area for improvement for VESNA based on reviews).
• •Review and Refine Regularly: Periodically audit all brand communications (website copy, social media posts, ad campaigns, email newsletters) to ensure consistency with the defined tone. Adapt as the brand evolves, but always maintain the core essence.

Social Perception

Mixed: Positive perception of beauty, uniqueness and craftsmanship for wedding dresses. Negative perception related to customer service, returns, communication and product quality for non-bridal wear. Awareness of design knock-offs, highlighting desirability.

Copy Examples

• •VESNA: Where Your Forever Begins in Style. Every love story is unique, and so is every VESNA gown. Discover the dress that doesn’t just fit, but tells your story. From delicate lace to flowing silks, find the masterpiece for your most cherished day.
• •The Dream You Wear. The Moment You’ll Never Forget. It's more than a dress; it's a VESNA creation. Imagine walking down the aisle, radiant and confident, in a gown crafted with passion and precision. Let us be part of your journey to "I do."
• •Elegance Redefined. Your Vision, Our Craft. At VESNA, we believe your wedding dress should be as extraordinary as you are. Explore our collections, from timeless classics to modern couture, and let our designs speak to your heart. Your dream silhouette awaits.
• •Beyond Fabric and Thread: A VESNA Promise. We pour artistry and dreams into every stitch. For the bride who seeks unparalleled beauty and a touch of magic, VESNA offers an unforgettable experience, culminating in the gown that will make your special day truly legendary.
• •VESNA Bridal: Crafting Memories, One Gown at a Time. Your wedding day is a symphony of perfect moments. Let your VESNA gown be the keynote. With exquisite details and breathtaking designs, we are dedicated to making you feel like the radiant bride you’ve always envisioned.