Brand Tone

Enthusiastic and Upbeat, Friendly and Approachable, Empowering and Confident, Playful and Trendy, Direct and Sales-Oriented

Brand Values

• •Self-Expression and Individuality
• •Confidence
• •Femininity
• •Customer Connection
• •Accessibility to Trends

Best Practices

• •Develop a Tone of Voice Guide: Create a simple internal document outlining key characteristics of the brand voice (e.g., enthusiastic, friendly, empowering, playful). Include 'do's and don'ts' and examples of good vs. off-brand copy.
• •Know Your Audience: Understand who you're talking to. The copy should resonate with their aspirations, a sense of style, and how they communicate. For Dare To Be Pretty, this means speaking to women who are interested in fashion, self-expression, and feeling confident.
• •Use 'You' and 'We' Inclusively: Address the customer directly using 'you' to make the copy feel personal. Use 'we' to create a sense of community and shared excitement (e.g., 'We're so excited to show you...')
• •Incorporate Brand Keywords and Phrases: Naturally weave in words and phrases that reflect the brand's core message, like 'dare,' 'fabulous,' 'pretty,' 'confidence,' 'shine,' 'statement piece,' alongside descriptive and evocative language.
• •Review and Edit for Consistency: Before publishing any copy (website updates, social media posts, emails), review it to ensure it aligns with the established brand tone. Ask: 'Does this sound like Dare To Be Pretty?' This is especially important if multiple people are creating content.

Social Perception

Positive, Fashion-Forward and Unique Finds, Community Oriented (among followers)

Copy Examples

• •Instagram Post for a New Floral Dress: Stop and smell the roses... and then twirl in them! 🌸 Our new 'Petal Perfect' Maxi Dress just dropped, and she’s ready to make your spring unforgettable. Dare to feel fabulous? Tap to shop and bloom!
• •Facebook Ad for a Sale: Hey, gorgeous! 👋 Your wardrobe called, and it’s craving a little Dare To Be Pretty magic. ✨ Good news! Our Spring Fling Sale is ON, with up to 30% off select head-turners. Don't just dream it, wear it! Shop now before your faves disappear!
• •Product Description for a Bold Sequin Top: Why blend in when you were born to sparkle? This sequin stunner isn't just a top; it's a statement. Perfect for nights when you’re ready to own the room and shine bright. Go on, dare to dazzle!
• •Email Subject Line for New Arrivals: ✨ Fresh Picks Just For You! Get Ready to Fall in Love... Again! ✨
• •Website Banner for a Themed Collection (e.g., Vacation Wear): Sun, Sand, & Stunning Style! ☀️ Your dream vacation wardrobe has arrived. Dive into a collection that dares you to escape beautifully. Shop the Getaway Edit!