Brand Tone

Authentic & Relatable, Supportive & Appreciative, Community-Focused & Engaging, Positive & Encouraging, Professional yet Modern & Stylish, Accessible & Value-Driven

Brand Values

• •Comfort & Functionality
• •Quality & Durability
• •Affordability
• •Style & Modernity
• •Community & Connection
• •Trust & Authenticity
• •Positivity
• •Passion

Best Practices

• •Speak from Experience (The "By a Nurse, For Nurses" Angle): Consistently weave in the founder's background and the brand's genuine understanding of the healthcare profession. Use language that resonates with their daily challenges and triumphs.
• •Prioritize "Comfort" and "Functionality" in Product Descriptions: Always highlight how the design and fabric choices contribute to all-day comfort and practicality for demanding jobs. Use descriptive words like "breathable," "lightweight," "stretchy," "moves with you," and "durable."
• •Foster Community and Use Inclusive Language: Address the audience directly (e.g., "you," "your team"). Encourage interaction, feature customer stories/photos (with permission), and use terms like "healthcare heroes," "lifesavers," and "our Lux_Family."
• •Maintain a Balance of Professionalism and Modern Style: While the products are for professionals, the language should reflect the modern, stylish aspect of the brand. Avoid overly clinical or stiff language. Use enthusiastic and positive phrasing.
• •Be Authentic and Transparent: Share behind-the-scenes content, be open about being a small, woman-owned Canadian business, and clearly communicate value (e.g., "affordable quality," "built to last"). If there are challenges (like stock issues mentioned in the "About Us" timeline), addressing them honestly (if appropriate for the channel) can build further trust.

Social Perception

Trusted by Healthcare Professionals, Good Quality & Value, Stylish & Modern, Community-Oriented & Supportive, Responsive & Customer-Focused, Canadian & Woman-Owned

Copy Examples

• •Instagram Post (New Collection): Long shifts? We get it. ✨ Introducing our new [Collection Name] scrubs – designed by a nurse, for nurses (and all amazing healthcare pros!). Experience ultimate comfort that moves with you, style that boosts your confidence, and durability that lasts. Because you deserve to feel as good as the care you give. #LuxScrubs #HealthcareHeroes #NewCollection #ComfortAndStyle #MadeForYou
• •Facebook Ad (Targeting Nursing Students): Hey Future Lifesavers! 👋 Kickstart your career with scrubs that work as hard as you do. Lux Scrubs offers affordable, stylish, and super-comfy options perfect for clinicals and beyond. Built by an RN who’s been there. Focus on learning, we’ll handle the comfort. Shop now & save [discount] on your first set! #NursingStudent #LuxScrubs #ScrubLife #FutureNurse #AffordableScrubs
• •TikTok Video Caption (Behind-the-Scenes): Packing up your orders with so much love from Thunder Bay! 🇨🇦 Seeing you rock your Lux Scrubs inspires us every day. What color should we drop next? Let us know in the comments! 👇 #LuxScrubs #SmallBusiness #CanadianOwned #HealthcareCommunity #PackWithMe #ScrubStyle
• •Website Banner (Promoting a Sale): You Care For Others, We Care For Your Comfort. 💕 Treat yourself during our [Sale Name] Event! Get [discount]% off our best-selling breathable, functional, and oh-so-stylish scrubs. Designed for the hustle, made for you. Shop the sale now! #LuxScrubsSale #Healthcare Apparel #NurseStyle #ComfortFirst
• •Email Newsletter Subject Line (Brand Story): More Than Just Scrubs: Our Founder’s Journey & Why We Do What We Do ❤️ Body Snippet: As a Registered Nurse, our founder Serena knew the struggle of finding scrubs that were truly comfortable, functional, AND affordable. That’s why Lux Scrubs was born – out of a passion to support fellow healthcare professionals. We’re not just making uniforms; we’re building a community and ensuring you feel your best, even on the toughest days...