Brand Tone

Empowering, Inclusive & Accessible, Supportive & Encouraging, Passionate & Enthusiastic, Informative & Educational

Brand Values

• •Self-Expression
• •Inclusivity
• •Empowerment
• •Authenticity
• •Well-being
• •Community
• •Creativity
• •Accessibility & Innovation

Best Practices

• •Center the "You": Always address the customer directly. Focus on her experience, her feelings, her journey, and her potential ("your body, your spirit," "your relationship with your body").
• •Emphasize Empowerment and Inclusivity: Use words that uplift and assure. Reinforce that dance is for everyone, regardless of their starting point ("for any age, body shape and skill level"). Avoid exclusionary or overly technical jargon that might intimidate beginners.
• •Highlight Benefits Over Features (But Include Features): While mentioning the dance style (feature) is important, always tie it to a benefit – e.g., "Learn Belly Dance (feature) to discover newfound grace and confidence (benefit)." Focus on self-expression, joy, fitness, stress relief, and confidence.
• •Maintain a Positive, Encouraging, and Passionate Voice: The copy should feel optimistic, supportive, and enthusiastic about dance and its possibilities. Use vibrant, descriptive language that evokes the feeling of each dance style.
• •Be Authentic and Relatable: Speak from a place of genuine love for dance and a desire to share its gifts. Avoid hyperbole that feels disingenuous. The brand's history is rooted in making dance accessible, so the voice should remain grounded and relatable.

Social Perception

Respected Resource for At-Home Dance Learning, Specialist in Women's Solo Dance, Empowering for Women, Good for Beginners, Diverse Catalog, Quality Instruction (Generally)

Copy Examples

• •Headline: Discover Your Dance. Express Your Soul. Body: At World Dance New York, we believe everyone has a dancer within. Explore vibrant styles like Belly Dance, Salsa, Burlesque, and more – all from the comfort of home, at your own pace. Our world-class instructors make learning joyful and empowering, no matter your age or experience. Unleash your creativity, build confidence, and connect with your body like never before. Start your journey today! Call to Action: Find Your First Class!
• •Headline: Dance is for Every Body. Yes, Yours Too! Body: Forget 'dance types.' At World Dance New York, we celebrate YOU. Our diverse range of online dance and fitness classes are designed for all shapes, sizes, and skill levels – especially absolute beginners! Find stress relief, spark joy, and fall in love with movement. Call to Action: Explore Beginner Programs.
• •Headline: No Partner? No Problem! Solo Dance, Total Empowerment. Body: Reclaim the dance floor – your living room floor! World Dance New York specializes in solo dance forms that celebrate women's self-expression and strength. From the fluid grace of Belly Dance to the vibrant energy of Samba, find your rhythm and confidence. It’s your time to shine. Call to Action: Browse Solo Dance Styles.
• •Headline: More Than a Workout. It's a Celebration of You. Body: Tired of boring workouts? Transform your fitness with World Dance New York! Our dance fitness programs are designed to be effective, enjoyable, and deeply renewing. Sculpt your body, boost your energy, and connect with the authentic, joyful you. Call to Action: Get Fit Through Dance!
• •Headline: Unlock a World of Dance. Anytime, Anywhere. Body: Your passion for dance, on your schedule. With World Dance New York's instant streaming videos and DVDs, learn from top instructors in Belly Dance, Bollywood, Hip-Hop, and dozens more styles. Build skills, express yourself, and join a global community of inspiring women. Call to Action: Start Streaming & Dancing!