Following through yesterday’s blog on your brand value worksheet, we talk about setting a brand tone. When you present a product with different writing styles and combination of words, it can create different perceptions of the same item to customers. Make sure to talk about your brand, the collections or products in a way that is in the same level with your brand’s core values.
Here are 8 examples of typical tones in the fashion industry describing a black dress:
1. AFFORDABLE – “Get the season’s must have looks without maxing out your credit card! Style this elegant piece in multiple ways so you’re guaranteed to a high cost-per-wear with our latest collection!”
2. LUXURY – “Lined with French lace and handmade with experience using 100% fine enriched silk with thread embroidery along the hemline of this dress is enriched for a luxurious finishing touch.”
3. CONTEMPORARY- “Matte viscose, fluid black dress. Softly sculpted in shape with adjustable rounded leather string detail.”
4. SUSTAINABLE- “Our eco-friendly petite black dress is fabricated without any chemicals or pesticide treatments or synthetic additives. The dress uses only 7 lbs of carbon dioxide to create, while the industry standard is at 27 lbs.”
5. CASUAL – “This little black dress is going to be your go-to for all your go-to’s! Pair it with your favorite sandals and sunglasses for a fun weekend with your friends!”
6. FUNCTIONAL- “A dress practically made with breathable fabric that keeps you comfortable, dry, plus move freely all day and night long.”
7. MINIMAL – “Made from a stretch-silk fabric and completed with a simple V-neckline.”
8. HISTORICAL- “Our timeless little black dress was made with traditional sewing techniques passed on through generations of garment makers.”
Question of the day: Can you describe this black dress using your own brand words?