Brand Tone

Elegant, empowering, sophisticated, and friendly.

Brand Values

• •Empowerment
• •Versatility & Functionality
• •Elegance & Style
• •Quality & Comfort
• •Intentionality & Mindfulness

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document your brand's tone (elegant, empowering, sophisticated), core values (empowerment, versatility, style, quality, intentionality), personality traits, "words we use" and "words we avoid," and target audience.
• •Focus on "Her" - The Target Audience: Always write with the By Soel woman in mind – she is modern, active, professional, seeks empowerment, and values both style and substance.
• •Emphasize Benefits and Feelings, Not Just Features: While detailing fabric and cut is important, focus more on how the clothing makes the wearer *feel* (e.g., "unstoppable," "empowered," "effortlessly elegant") and the solutions it provides (e.g., "from AM to PM," "boardroom to brunch"). The copy on product pages like the "Richter Blazer" and "Nomad Corset" does this well.
• •Consistency Across All Channels: Ensure the brand tone is consistently applied across the website, product descriptions, social media captions, email marketing, and any customer service interactions.
• •Use "Words we use" like: Effortless elegance, quiet confidence, polished, unstoppable, empowered and intentional.

Social Perception

A brand that empowers the modern woman through versatile, high-quality, and intentionally designed clothing that provides effortless elegance from boardroom to brunch.

Copy Examples

• •Feel the impeccable tailoring, the empowering silhouette, the freedom to be you, amplified.
• •Explore our new arrivals – thoughtfully created for your dynamic life.
• •Empowered.
• •Captions often reflect themes of empowerment, quiet strength, and effortless style.
• •Product descriptions use words like "effortless elegance," "quiet confidence," "polished," "unstoppable," "empowered," and "intentional."