Brand Tone

friendly, positive, empowering, and community-focused

Brand Values

• •Every Woman Is Beautiful
• •Women should be each other's cheerleaders
• •Businesses should give back
• •Kindness, happiness, and confidence
• •Inclusivity
• •Family-focused
• •Ethical and Sustainable Practices

Best Practices

• •Embrace Positivity and Enthusiasm: Use upbeat and encouraging language. Words like "amazing," "love," "fabulous," "gorgeous," and exclamation points (used appropriately) can convey this.
• •Speak Directly to Your Audience: Use "you" and "your" to create a personal connection. Foster a sense of "we" when referring to the brand and its community.
• •Highlight Empowerment and Confidence: Craft messages that make women feel good about themselves, regardless of size or shape. Reinforce the idea that every woman is beautiful.
• •Foster a Sense of Community: Encourage interaction, use inclusive language, and refer to your customers as a collective (e.g., "Shiners," "Shine On family").
• •Be Authentic and Relatable: Share the brand's story and values. Acknowledge the everyday lives and needs of your target audience (e.g., "mummy tummy," busy mums).

Social Perception

Positive Customer Experiences, Community Hub, Empowering and Confidence-Boosting, Quality and Fit, Legitimate and Trustworthy, Active Social Media Engagement

Copy Examples

• •Feel beautiful, inside and out! ✨ Our latest collection is here to help you shine with confidence every single day. Join our amazing community of Shiners!
• •You deserve to feel amazing! ❤️ Discover styles that celebrate YOU, in every shape and size. Fast shipping and a whole lot of love in every package!
• •More than just clothes, it's a feeling! Join the Shine On family and discover a community that lifts you up. #ShineOnTogether
• •Kindness is always in fashion. We believe in making a positive difference, one gorgeous outfit and one supportive comment at a time. Thank you for being part of our journey!
• •Ready for a style refresh that makes you smile? 😊 Explore our new arrivals – designed with comfort, style, and YOU in mind. Let's shine, lovely!