Brand Tone

Aspirational and Empowering, Trendy and Contemporary, Approachable and Direct, Feminine and Chic, Enthusiastic and Youthful (on TikTok)

Brand Values

• •Quality and Craftsmanship
• •Customer Satisfaction and Trust
• •Style and Individuality
• •Staying Current/Trend-Awareness
• •Accessibility (Potentially)

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tone words (e.g., Empowering, Chic, Trendy, Approachable, Artistic), "words we use," "words we avoid," and examples of good/bad copy. This ensures everyone writing for the brand is aligned.
• •Know Your Audience Deeply: Understand the aspirations, language, and cultural touchstones (like K-dramas for the Brazilian market) of your target demographic. Tailor the tone to resonate with them authentically. The current connection with K-drama trends is a good example.
• •Platform-Specific Nuances within Overall Consistency: While the core values and overarching tone (e.g., empowering, quality-focused) should remain consistent, adapt the expression to the platform. For instance, TikTok can be more informal and energetic, while the website's "About Us" section can be more direct and trust-building, and product descriptions can be more detailed and evocative.
• •Infuse Brand Values into Messaging: Actively weave in the brand's core values (quality, empowerment, individuality, trend-awareness) into product descriptions, social media captions, and marketing campaigns. The phrase "Onde a moda é arte" is a good example of this.
• •Regularly Audit and Refine: Periodically review all customer-facing copy (website, social media, emails, ads) to ensure it aligns with the defined brand tone and values. Gather customer feedback and monitor engagement to see how the tone is being received and make adjustments as needed. For instance, ensure the empowering message doesn't become intimidating, or the trendy aspect doesn't overshadow quality.

Social Perception

Positive Customer Experiences (based on available reviews), Trustworthy (as aimed by the brand), Fashion-forward and Trendy, Brazilian Brand, Engaging (on TikTok)

Copy Examples

• •Instagram Post (New Arrival - Blazer): "Unleash your inner CEO. Our new [Blazer Name] isn't just a piece of clothing, it's a statement. Powerfully tailored, effortlessly chic. Where fashion becomes your art. Shop now via link in bio. #LuisaSouto #ModaComProposito #VistaSeDePoder"
• •TikTok Video Teaser (New Shoe Collection): "TREND ALERT! 💖 Inspired by the streets of [Trendy City/Concept] and the styles you're loving! Our new shoe collection just dropped. 😉 Which pair is making your heart beat faster? ✨ Tell us below! 👇 #LuisaSouto #NewCollection #FashionTikTok #TrendyShoes #MustHave"
• •Website Banner (General Brand Message): "Luisa Souto: Fashion That Empowers. Discover curated collections where quality craftsmanship meets contemporary style. Express your unique art. Free shipping across Brazil. [Shop Now Button]"
• •Email Subject Line (Sale/Outlet): "✨ Your Next Signature Piece Awaits (at a price you'll love!) - Luisa Souto Outlet ✨"
• •Product Description Snippet (Leather Bag): "Crafted from premium Brazilian leather, the [Bag Name] bag is more than an accessory – it's an investment in timeless style and everyday elegance. Feel the quality, embrace the art. #LuisaSouto #LeatherGoods #BrazilianFashion #ArteDeVestir"