Brand Tone

bold, edgy, confident, fun, and empowering

Brand Values

• •Empowerment
• •Affordability & Quality
• •Trend-Focused
• •Boldness/Rule-Breaking

Best Practices

• •Develop a 'Brand Voice Chart': Clearly define adjectives that describe the tone (e.g., sassy, playful, daring, supportive) and those that don't (e.g., timid, overly formal, generic). Provide 'say this, not that' examples.
• •Know Your Audience: Speak their language. Understand their aspirations, humor, and what makes them feel empowered. Use relevant slang or cultural references appropriately if it fits the 'youthful, dynamic demographic'.
• •Be Authentic to the 'Empowerment' Value: Copy should lift up and inspire. Avoid language that could inadvertently shame or compare. Focus on self-expression and confidence.
• •Maintain Consistency Across All Channels: Whether it's a product description, a social media caption, or a customer service email (especially important given past issues), the core tone should be recognizable. This requires training and guidelines for all team members who write on behalf of the brand.
• •Tell the Story (If Positive): The founder's story was one of entrepreneurial spirit. Weaving in elements of determination and passion (if genuine and current) could resonate with the audience. However, this is not advisable if the current business reality is negative.

Social Perception

A go-to brand for young, fashion-conscious women looking for trendy, statement pieces at good prices. The founder's story of building the business from scratch likely added an aspirational element.

Copy Examples

• •Headline: Don't Just Enter the Room. Own It. Body: Our latest drop is here to make sure all eyes are on you. Dare to DLSB. #StealTheSpotlight
• •Instagram Post (Image: Customer looking confident in a DLSB outfit): Caption: Queen @[customer_handle] isn't asking for permission to slay. She just does. Tag us in your DLSB looks to be featured! #DLSBDolls #RuleBreakerFashion
• •Product Description (for a statement dress): They say 'less is more.' We say 'more is everything.' This dress isn't for the faint of heart. It's for the fierce, the bold, the ones who write their own rules. Ready to turn heads?
• •Email Subject Line: Warning: May Cause Excessive Confidence. Body: Your wardrobe called. It's begging for an upgrade. Shop new arrivals designed to make you feel unstoppable. Affordable fierce is just a click away.
• •Website Banner: Life’s too short for boring clothes. Unleash your inner fire with DLSB.