Dune London - Brand Communications Guidelines

CONTENT GUIDELINES • BRAND TONE OF VOICE

Brand Tone of Voice (Copy/Editorial)

Our brand tone of voice is how we choose to communicate with the rest of the world, and our shoe obsessed community. It comes through in everything that we do, but can also flex depending on the channel.

Confident & fashionable We are specialists in our field and know what we like. We act with purpose, building trust with the customer every step of the way. We demonstrate our fashion footwear authority in a positive and friendly way. Smart & playful We think fashion is fun, exciting and expressive. We are a contemporary brand and our language should ref lect this , but we take a ‘less is more’ approach, so keep captions and copy short, avoiding additional words and jargon. Inspiring & accessible We’re passionate about what we do, and aim to inspire the customer with that same obsessive love for shoes and accessories. We’re always approachable and inclusive, and have the customer’s best interests at heart.

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