Brand Tone

Aspirational & Glamorous, Confident & Empowering, Feminine & Celebratory, Approachable & Engaging (especially on social media), Youthful & Trendy (especially on TikTok).

Brand Values

• •Individuality & Self-Expression
• •Confidence & Empowerment
• •Quality & Craftsmanship
• •Celebration
• •In-House Design & British Identity
• •Accessibility

Best Practices

• •Embrace "Celebration" Keywords: Consistently use words associated with special moments, glamour, and confidence (e.g., "dazzle," "shine," "unforgettable," "statement," "celebrate," "empower," "confidence," "glamour," "magic").
• •Speak Directly to Aspirations: Frame product benefits around how they will make the customer feel (e.g., "feel like the star," "turn heads," "own your moment," "unleash your confidence").
• •Balance Aspiration with Accessibility: While the look is high-glamour, ensure the language remains inviting and not intimidating. Highlight the in-house design and London heritage to add a touch of exclusivity, but keep calls to action clear and friendly.
• •Adapt Slightly for Platform Nuances: Maintain the core glamorous and celebratory tone, but adjust the formality and style for each platform. For instance, TikTok can be more informal and trend-driven with emojis and questions, while the website might be slightly more polished. Instagram sits somewhere in between.
• •Visual and Verbal Harmony: Ensure the copy always complements the visual aesthetic. If the imagery is vibrant and celebratory, the copy should echo that energy. If it's elegant and sophisticated, the language should align. Consistency across what is seen and read is key.

Social Perception

Go-to for Special Occasions, Stylish & On-Trend, Good Value, Feminine & Flattering, Aspirational yet Attainable, Youth-Oriented.

Copy Examples

• •✨ Your next showstopper has arrived. ✨ Introducing The Starlight Collection – designed in London to make you feel like the main event. Because every occasion deserves a little magic. Tap to explore or shop now via the link in bio. #CollectiveTheLabel #NewCollection #Occasionwear #PartyDress #FeelFabulous
• •Own the Room. Our latest collection is here to celebrate you. Discover unique, statement dresses designed in-house to empower your every entrance. Shop Occasionwear.
• •💖 Don't just attend the party, BE the party! 💖 Up to 40% off selected styles starts now!
• •Obsessed is an understatement 😍 Which Starlight Collection dress is your fave for prom night? Let me know in the comments! 👇 #collectivethelabel #promdress #tryonhaul #glam #partydress #getreadywithme
• •Say 'I do' to unforgettable bridesmaid style. 💍 Our new bridesmaid collection blends timeless elegance with modern glamour, all designed in our London studio. Find the perfect dresses for your bridal party. Shop Bridesmaid Dresses -> [Link]