Brand Tone

Promotional and Direct, Casual and Approachable, Visually Driven, Slightly Aspirational (Fitness/Fashion), Informative (Product Features)

Brand Values

• •Style and Fashion
• •Comfort and Functionality
• •Affordability/Value
• •Body Positivity/Inclusivity (Subtle)
• •Self-Expression

Best Practices

• •Develop a Simple Tone of Voice Guide: Even a one-page document outlining key characteristics (e.g., "Confident, not arrogant," "Fun, not silly," "Helpful, not preachy") and providing "do/don't" examples can ensure everyone writing for the brand is aligned.
• •Focus on "You" not "We": Frame benefits and features around the customer. Instead of "We designed these leggings to be squat proof," try "You can squat with confidence knowing these leggings have you covered." This makes the copy more customer-centric and relatable.
• •Use Consistent Terminology: Decide on specific terms for product features (e.g., "tummy control" vs. "waist-cinching," "scrunch bum" vs. "ruched detail") and use them consistently across all platforms.
• •Incorporate Lifestyle Language (Authentically): Connect the leggings to the activities and feelings your customers experience. Use words that evoke confidence, comfort, energy, and style. If possible, weave in user-generated content or testimonials to add authenticity.
• •Read Aloud and Review: Before publishing, read the copy aloud. Does it sound like a real person talking in the desired brand tone? Is it easy to understand and engaging? Get a second pair of eyes to review for consistency and clarity.

Social Perception

Niche E-commerce Brand, Product-Focused, Generally Positive (among existing customers), Dependent on Visual Appeal, Opportunity for Stronger Community Building

Copy Examples

• •Instagram Post (Image: Woman confidently working out in vibrant leggings): Crush your goals & look amazing doing it! 💪 Our new [Pattern Name] leggings are 100% squat-proof, super comfy, and designed to move with you. Ready to upgrade your activewear? Tap to shop! #WearMyLeggings #FitnessFashion #SquatProof #NewCollection
• •Facebook Ad (Carousel of different legging styles): From bold prints to classic black, find your perfect pair at Wear My Leggings! ✨ High-waisted, tummy-tucking, and oh-so-soft. Which style is calling your name? Shop our latest arrivals and get 15% off your first order with code: LEGGINGLOVE15. 👉 [Link to Website]
• •Website Product Description Snippet (for a "Scrunch Bum" legging): Turn heads for all the right reasons! Our Signature Scrunch Leggings are engineered to lift, sculpt, and flatter, giving you that confidence boost whether you're at the gym or on the go. Made with our buttery-soft, breathable fabric – you'll never want to take them off!
• •Email Subject Line (for a new collection launch): Psst... Your New Favourite Leggings Just Dropped! 👀
• •Tweet/Short Social Post: Leggings so comfy, you'll forget you're wearing pants (but please don't!). 😉 Find your new everyday faves at Wear My Leggings! #LeggingLife #ComfortIsKey #StyleStatement