Tono de Marca

Aspirational, resilient, and understated. The tone is grounded and personal, connecting on an emotional level through inspirational storytelling. It's empathetic, supportive, direct, and sincere, reflecting a journey of overcoming adversity.

Valores de Marca

• •Ambition
• •Empowerment (especially of youth taking risks)
• •Perseverance
• •Resilience
• •Finding meaning in challenges

Mejores Prácticas

• •Always Lead with the "Why": Every piece of copy should connect back to the core values of perseverance and empowerment. Start with the story of overcoming odds, not just the product features. The "why" is your strongest asset.
• •Use "You" and "We" to Build Community: Speak directly to your audience ("you") and share your journey ("we"). This creates a personal and inclusive tone, making the customer feel like part of the brand's story, not just a consumer.
• •Embrace Understated Confidence: Your tone is not about loud boasts; it's about quiet resilience. Use sincere, grounded language. Phrases like "chasing goals," "facing fears," and "taking risks" are more powerful for your brand than generic hype words.
• •Turn Negatives into Positives: Frame challenges as opportunities. The brand was born from "harsh criticism" which became the fuel for its mission. Use this narrative structure in your copy—talk about the struggle as a necessary part of the path to success.
• •Maintain a Consistent Narrative Across All Channels: Once social media is established, ensure the story from the "About Us" page is present everywhere. Whether it's a tweet, a product description, or an ad, the foundational story of two founders chasing their dreams against the odds should be the consistent thread that ties everything together.

Percepción Social

Undefined and emerging, currently a blank slate due to lack of social media and reviews. Internally, it perceives itself as a supporter of ambitious individuals. Externally, perception is unknown, lacking third-party validation, which offers full control over shaping its image but hinders trust and reach.

Ejemplos de Copy

• •They called it a bad habit. We call it ambition. For every dream they doubted, for every risk they wouldn't take. This is for the ones who keep going, even when the odds are stacked against them. Wear your story. #dorothi #MadeForAmbitiousYouth
• •Your journey is your brand. Clothing for the risk-takers, the dreamers, and the ones who never quit. Welcome to dorothi.
• •Our Story Started with a "No." We were told our creative ambitions were unrealistic. We left our small town to prove them wrong. dorothi is for anyone who has ever faced a closed door and decided to build their own. #dorothiStory #ChaseYourGoals
• •For The Days You Feel Uncomfortable: Growth happens outside your comfort zone. It's in the new city, the challenging project, the scary decision. We created dorothi to be a reminder: embrace what makes you uncomfortable. That's where you find your gift.
• •More than a crewneck, it’s a uniform for the persistent. Simple, classic, and comfortable for the long days and late nights you put into your passion. This is your reminder that the journey is the destination. Keep creating. Keep striving.