Brand Tone

Romantic, Dreamy, Feminine, and Whimsical

Brand Values

• •Femininity and Empowerment
• •Uniqueness and Artistry
• •Romanticism and Escapism
• •Affordable Princess Look (Stated)

Best Practices

• •Develop a Core Vocabulary List: Create a list of words and phrases that embody the Romantic, Dreamy, Feminine, Whimsical tone (e.g., ethereal, enchanted, delicate, whisper, glimmer, fairytale, muse, cherished, timeless, graceful). Consistently weave these into product descriptions, social media captions, and email marketing.
• •Use Storytelling: Instead of just describing features, tell a small story or paint a picture with your words. Where would someone wear this? How would it make them feel? Connect the clothing to aspirations and emotions. (e.g., Imagine yourself twirling in a sun-drenched meadow in our Meadowsweet Dress...).
• •Focus on Sensory Details: Describe the feel of the fabric, the way the light catches the details, the gentle rustle of the skirt. Engage multiple senses to immerse the customer in the brand's world (e.g., Crafted from the softest chiffon that floats like a cloud around you...).
• •Maintain Visual-Verbal Harmony: Ensure the language used in copy directly reflects and enhances the imagery. If the visuals are soft and ethereal, the language should be too. Avoid jarring or overly casual language that clashes with the romantic aesthetic.
• •Create a Style Guide: Document the brand's tone of voice, key messaging points, do's and don'ts for language, and examples of on-brand copy. This will ensure consistency across all writers and platforms, even as the team grows or changes. This guide should also address how to handle customer service inquiries in a way that, even when delivering difficult news (like return policies), attempts to maintain a degree of grace and understanding, if possible, within the brand's established persona.

Social Perception

Customers often perceive Lacemade as a source for unique, beautiful, and aesthetically specific clothing (cottagecore, fairycore, etc.) that is hard to find elsewhere. Many are drawn to the romantic and feminine designs and feel the quality is good for the price point. The brand is popular on Instagram and Pinterest for its distinct soft girl aesthetic. However, a significant portion of the perception is shaped by concerns regarding inconsistent sizing and customer service.

Copy Examples

• •Unlock your inner fairytale. Our latest collection whispers tales of enchanted forests and moonlit balls. Discover pieces that feel like a dream woven into reality.
• •Draped in lace, crowned in confidence. The [Product Name] corset isn't just an outfit; it's an anointment. Embrace your modern royalty.
• •Let every stitch tell a story. Inspired by vintage romance and the delicate beauty of a forgotten garden, our [Product Name] dress invites you to write your own enchanting chapter.
• •More than just clothing, it's a feeling. The soft touch of [Fabric Type], the intricate details, the way it makes you feel – effortlessly magical. That’s the Lacemade promise.
• •From our designer’s sketchbook, inspired by starlight and blossoms, to your wardrobe. The [Product Name] piece is a wearable reverie, designed to make your heart flutter.