Brand Tone

Passionate, Supportive, Expert, Aspiring, and Direct

Brand Values

• •Dedication to Irish Dance
• •Quality & Performance
• •Community Support
• •Passion
• •Authenticity

Best Practices

• •Know Your Audience Deeply: Understand the language, aspirations, challenges, and humor (if any) of the Irish dance community. Use terminology they understand and appreciate.
• •Always Inject Passion: Whether it's a product description or a social media update, let the genuine love for Irish dance shine through. Use enthusiastic and evocative language.
• •Focus on "The Why": Connect products to the dancer's goals and the spirit of Irish dance. It's not just a shoe; it's a tool for expression, competition, and joy.
• •Maintain a Supportive and Encouraging Voice: Position the brand as a partner in the dancer's journey. Offer advice, celebrate successes (even small ones), and foster a sense of belonging.
• •Create a Tone of Voice Guide: Develop a simple internal document outlining key characteristics of the brand's voice (e.g., "Passionate, Expert, Supportive, Energetic, Community-Focused") with examples of do's and don'ts. This ensures anyone writing copy for the brand stays consistent.

Social Perception

Specialized Retailer, Resource for Dancers, Quality Provider (Aspiration), Engaged with the Community, Trust (dependent on product/service experience)

Copy Examples

• •Instagram Post (New Shoe Launch): "Feel the rhythm, own the stage! ✨ Our NEW 'Emerald Pro' Ghillies are here – crafted for champions, designed for your passion. Experience unparalleled support and flexibility with every leap. Link in bio to step up your dance! #IrishDancePro #NewGear #IrishDanceShoes #DanceWithPassion"
• •Facebook Ad (General Brand Awareness): "From your first feis to the world championships, Irish Dance Pro is with you every step of the way. We're more than just a store; we're a community dedicated to the art and soul of Irish dance. Discover gear that moves with you. Shop now: [Link]"
• •Website Product Description (for a practice top): "Train with dedication, dance with heart. This breathable practice top is designed for the committed Irish dancer. Its moisture-wicking fabric keeps you cool and focused, while the flexible fit allows for a full range of motion. Perfect for those long rehearsals when passion meets perseverance."
• •Email Newsletter Subject (Sale Announcement): "Leap into Savings! ✨ Gear Up for Your Best Performance with Irish Dance Pro!"
• •Instagram Story (Interactive Q&A): "Ask our experts! 🤔 What's your biggest challenge finding the perfect Irish dance shoe? DM us your questions – we're here to help you find your sole-mate! #IrishDanceTalk #DanceAdvice #IrishDanceProCommunity"