Brand Tone

Elegant, Sophisticated, Conscious, Mindful, Confident, Empowering, Serene, Calm, Informative, Appreciative (of quality), Understated

Brand Values

• •Sustainability
• •Quality Craftsmanship
• •Timeless Design
• •Ethical Production
• •Female Empowerment & Confidence
• •Understated Elegance
• •Mindful Consumption

Best Practices

• •Develop a Brand Voice Guide: Internally document key tone words (e.g., elegant, conscious, confident, serene), a "we are/we are not" list (e.g., "We are: understated. We are not: flashy."), preferred vocabulary (e.g., "timeless," "conscious," "crafted," "empower"), and grammar/style preferences. This ensures anyone writing for the brand is aligned.
• •Prioritize "Show, Don't Just Tell": Instead of just saying "we are sustainable," describe the ECONYL® fabric and its benefits, or talk about the ethical production in Bali. This makes the values tangible and the tone more authentic. For example, instead of "Our swimsuits are high quality," write "Crafted from luxurious Italian fabrics known for their softness and durability..."
• •Focus on the "Why" and "How": Connect product features to the brand's core values and the customer's desires. For instance, a "timeless design" (feature) isn't just about aesthetics; it's about mindful consumption and lasting value (why), achieved through careful silhouette choices and quality materials (how). This naturally infuses the copy with the brand's deeper purpose.
• •Maintain Visual and Textual Harmony: Ensure the language used in captions, product descriptions, and website copy complements the visual aesthetic. If the imagery is serene and minimalist, the copy should reflect that with clear, concise, and evocative language, avoiding overly casual slang or hype.
• •Review and Refine Regularly: Periodically audit all brand communications (website, social media, emails) to check for consistency in tone. Read copy aloud to catch awkward phrasing or deviations from the intended voice. Solicit feedback if possible, and be open to evolving the nuances of the tone as the brand grows, while staying true to core values.

Social Perception

Niche & Premium, Eco-Conscious Choice, Trusted for Quality & Fit, Aspirational yet Accessible, Associated with a Slow Fashion Ethos, Authentic

Copy Examples

• •Elegance, Redefined. Discover timeless silhouettes crafted for the conscious modern woman. #AliamSwim #SustainableLuxury
• •Feel the embrace of our signature recycled Italian fabric. The [Swimsuit Name] one-piece, designed to sculpt and support, empowering your every moment by the water. Kind to your skin, kind to the planet. ✨ #TimelessSwimwear #ECONYL #EthicalFashion
• •Aliam Swim: Curating timeless, sustainable swimwear. Ethically crafted in Bali from luxurious recycled materials. For enduring style and empowered confidence. swimwear.
• •Invest in Timelessness: Discover Aliam Pieces That Last Seasons, Not Just Summers.
• •Beyond the season, lies enduring style. At Aliam, we believe in swimwear that not only looks beautiful but feels incredible and honors our commitment to the planet. Join us as we explore the art of conscious choices and timeless design...