Brand Tone

sophisticated, elegant, and confident

Brand Values

• •Quality & Excellence
• •Timeless Elegance & Sophistication
• •Italian Heritage & Design
• •Empowerment & Confidence
• •Ethical & Sustainable Practices
• •Customer Focus
• •Partnership & Trust (for wholesale)

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key messaging pillars, approved terminology (e.g., "premium," "artisanal," "sophisticated"), and words/phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Focus on "Show, Don't Just Tell": Instead of simply saying a garment is "high-quality," describe the specific fabric (e.g., "finest organic cotton satin," "premium virgin wool"), the weave, the feel, and the meticulous construction details.
• •Weave in the Brand Story: Subtly incorporate elements of the brand's inspiration (Italian heritage, Mount Etna) and values (empowerment, ethical production) into product descriptions and social media content to build a deeper connection with the audience.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the brand's photography and overall visual identity. Elegant and sophisticated visuals will reinforce the message conveyed by the text.
• •Review and Refine Regularly: Periodically audit website copy, social media posts, and marketing materials to ensure they consistently reflect the desired brand tone and values. Adapt as the brand evolves, but always maintain the core essence.

Social Perception

High-Quality, Unique and Stylish, Good Customer Service, Aspirational, Sophisticated

Copy Examples

• •Headline for a new collection: "ETNA: Unveiling a Symphony of Italian Craftsmanship. Discover Timeless Elegance, Reimagined."
• •Instagram caption for a blouse: "Embrace your inherent grace. Our Amuri Blouse, crafted from the finest organic cotton, drapes beautifully to accentuate your every move. Effortless sophistication for the woman who defines her own style. #EtnaShirts #ItalianDesign #LuxuryFashion"
• •Website product description snippet (for a wool suit): "Command attention with the Liza Virgin Wool Suit. Meticulously tailored in Como, Italy, this ensemble embodies a powerful femininity. The premium virgin wool offers unparalleled comfort and a flawless silhouette, ensuring you exude confidence in every setting. Experience the Etna difference."
• •Email subject line for a promotion: "Indulge in Elegance: A Special Invitation from ETNA."
• •About Us page excerpt: "Born from the passion of Italian artistry and the allure of Mount Etna's majestic presence, our brand is a testament to timeless style and uncompromising quality. Each ETNA garment is designed to empower, inspire, and accompany the discerning woman on her journey of self-expression."