Brand Tone

empowering, inclusive, authentic, proud, community-focused, approachable, warm, personal, activism and advocacy, joyful

Brand Values

• •Inclusivity & Diversity
• •Empowerment
• •Community
• •Authenticity & Realness
• •Comfort & Quality
• •Advocacy & Positive Change
• •Visibility
• •Ethical Considerations

Best Practices

• •Always Lead with Values: Ensure every piece of copy, from a tweet to a product description, reflects the core values of inclusivity, empowerment, authenticity, and community. Explicitly mention BIPOC and LGBTQ+ communities where relevant.
• •Use Inclusive and Affirming Language: Employ gender-neutral terms. Avoid assumptions about identity. Use positive, uplifting, and validating words that make everyone feel seen and welcome.
• •Share Authentic Stories: Incorporate the founder's story and mission. Feature diverse voices and experiences from the community (with permission). This reinforces authenticity and connection.
• •Maintain a Conversational and Approachable Style: While the message is powerful, the tone should feel warm, friendly, and human. Avoid overly corporate or jargon-filled language.
• •Be Consistent Across All Platforms: Whether it's a TikTok caption, an Instagram story, a Facebook post, or website content, the tone and core messaging should be harmonious, reinforcing the brand's identity at every touchpoint. Ensure visual branding also aligns with this tone.

Social Perception

mission-driven brand that genuinely champions inclusivity and empowerment for BIPOC and LGBTQ+ communities

Copy Examples

• •Headline: Wear Your Story. Live Your Truth. Body: At 17th & Granville, we're more than just a clothing brand. We're a community. We believe in fashion that empowers, includes, and lets you be unapologetically you. Every piece is designed for comfort, style, and to amplify your voice. #ForThoseThatAreOutThere Call to Action: Shop the Collection & Join the Movement.
• •Social Media Post (Image: Diverse group of people wearing 17th & Granville apparel): Caption: Style knows no labels. ✨ Our latest collection is here to celebrate every identity, every expression, every shade of you. Designed for comfort, made with love, and dedicated to our incredible BIPOC & LGBTQ+ family. A portion of every sale goes back to empowering our communities. #17thandGranville #InclusiveFashion #BIPOCowned #LGBTQowned #FashionForAll Link: Shop Now via link in bio!
• •Product Description (for a gender-neutral hoodie): Name: The "Unity" Hoodie Description: Wrap yourself in more than just warmth. The "Unity" Hoodie is a statement of solidarity and a celebration of you. Crafted from ultra-soft, ethically sourced cotton, its relaxed fit is perfect for every body and every story. Because at 17th & Granville, we believe comfort and confidence go hand-in-hand. Wear it proud. Details: Gender-neutral. Inclusive Sizing. Supporting BIPOC & LGBTQ+ initiatives.
• •Email Subject Line: Feel Seen. Feel Valued. Feel You. Email Body Snippet: Hey [Customer Name], At 17th & Granville, we see you. We celebrate you. Our latest arrivals are inspired by the strength, resilience, and beauty of our community. Discover pieces that speak to your unique style and help you shine from the inside out. Because your story deserves to be told, boldly. Button: Explore New Arrivals
• •Short Ad Copy: Headline: Fashion That Speaks Volumes. Body: 17th & Granville: Inclusive. Empowering. Unmistakably You. Championing BIPOC & LGBTQ+ voices through every thread. Tagline: Dress with Purpose. Live with Pride.