Evryday brandbook

Evryday (a.k.a. ED) sounds sparklish, friendly, confident and a little cheeky. Because of our experience we know what we bring to the (dressing) table. We know your morning ritual is serious business, but why not start everyday with a big smile on your pretty face?

In our communication we are truly client oriented, transparent and reliable. Our approach towards others should represent and even enforce the fact that we are first and foremost a people’s brand, who happen to be very good in simplifying morning routines.

If we were to humanize our brand, she would have the following characteristics:

• Human & informal
• Open  & transparant
• Knowledgeable, skilled & up-to-date
• Naughty when appropriate
• Reliable

Uhm, and where did that ‘e’ go along the way?

Huh, did I hear ego? I’ve got enough of that already. And besides that, why should you completely spell out ‘Everyday’ when you’re already that busy in the morning? We make it easy for you to look great. We make it Evryday!

Words matter. Especially when you want to sound as professional and cheeky as we do. All the more reason to set a good example when it comes down to our choice of words. Hence why we have come up with a few basic ground rules that will help you write as a true Evryday professional.

Write simple but inspirational
Use as few difficult words as humanly possible. Stay close to colloquial language. Yet don’t forget that your target audience appreciates a piece of prose, as long as it is functional. Metaphorical writing is an art in itself, rarely mastered. At the end: always remember that your main goal is to connect with your reader.

Write involved
Arrange your texts so that the reader can move forward.  The reader needs someone who is travelling with her, by her side. Don’t be a dead end. Show that you understand that good hair is an issue for many women. But do it with a smile and a wink. And don’t be afraid to use words like freakin’, ouch!, and girl.

Keep it short
Can you shorten a sentence? Do it. Try to maintain a maximum sentence length of fourteen words. Don’t be afraid of using very short sentences. Try applying rhythm. You attach a short sentence to every two longer sentences. Also look critically if you can’t split up long sentences: 

Example: “Everyone knows that amazing feeling when they walk out of their hairdresser; looking sharp, almost sparklish, we bet you do too.”

Or: “Everyone knows that amazing feeling when they walk out of their hairdresser. Looking sharp, almost sparklish. We bet you do too.”

Abbreviations pls!
When you feel like it, pls use functional abbreviations such as approx, ASAP, LOL, TBH.

Basically avoid basically
Non-native English speakers tend to use the words ‘basically’ a lot. Especially at the beginning of a sentence. Why they do it and what has made them simple-minded, we don’t know. It has no meaning; it has no purpose; it has no reason to be respected as a phrase. Don’t be that (wo)man.

Be aware of subjective additions
Be careful not to use too many subjective additions such as “quite” and “considerable”. These can unintentionally give an unwanted and negative charge to your copy.

Write positive
Thinking in possibilities is a typical characteristic from the core of Evryday’s DNA. Avoid unnecessary use of words with a negative charge such as “no”, “never”, “none” and “but”. Consciously deal with this to make texts much more positive and activating.

Write actively
Avoid phrases with “become,” “go,” “will,” “want,” and “are.” Make it clear and personal.

Avoid faulty parallelism
Faulty parallelism are sentences within sentences. A sentence with faulty parallelism doesn’t read pleasantly.

Add question marks
Alternate “normal” sentences with question phrases. This makes your copy smoother and more personal. What do we mean by that? Exactly this!

Mirror, mirror on the wall…

Everyone knows that amazing feeling when they walk out of their hairdresser. Looking sharp, almost spraklish. We bet you do too. It’s the better you, really. Then reality punches you in the hair… Ouch! Tomorrow morning you’ll have to match it yourself.

And every morning is a busy morning. Rushing out the door to get to where you need to be. Not quite the ideal circumstances to give your hair just that bit of extra attention it needs to create that look. Nailed it, but not really. All the while you just want to be the most beautiful and radiant version of yourself every single day.  It’s what helps you in being the very best version of yourself. It’s fuel to your confidence and your all-over charm.

We strongly believe good-hair, excuse us… great hair shouldn’t be a one-time-deal. But the standard  for everyday living. With products that fit into your lifestyle. Not the other way around. Cause let’s face it: user friendly alone just doesn’t cut it anymore. And yes, yes… obviously our products are sustainable and we offer the best personal service with it.

Even better: it’s your very own freakin’ hairdresser giving you advice and skilling you to maintain your beautiful ‘just-out-of-the-salon’ hair everyday. Well at least until the next appointment.  So this is us and what we stand for: simple to use and jaw dropping results. See it as an indispensable addition to your everyday beauty routine to shine on everybody and elevate your hair-game.

Our products offer a perfect combination of style and care with our one of a kind MAK-technology infused into our products. It’s a highly caring formula of Macadamia oil, Argan oil and Keratin which is carefully massaged into your hair. Freeing you from frizz and showing off your shine.

Affordable luxury for everyone, that’s what we believe in. We have always known it and we do what we promise.

And that, dear friend, is not a fairy tale.

Evryday het spiegeltje, spiegeltje aan de wand…

Iedereen herkent het: dat heerlijke gevoel wanneer je de deur van de kapsalon uit wandelt: je shined. De deur naar de ‘betere jij’. Helaas blijkt die deur een draaideur want al snel komt de pijnlijke realisatie dat morgenochtend alles anders is. Dan is jouw haar weer helemaal jouw eigen pakkie aan…

En die ochtenden zijn nogal… hectisch. In ieder geval zeker niet de ideale omstandigheid om jouw haar nét die extra aandacht te kunnen geven. En dan nog, de kapper evenaren met jouw eigen skills: no way. Toch wil je het liefst iedere dag de beste en meest stralende versie van jezelf zijn. Want we weten het allemaal: goed haar is een goede dag! Het is de brandstof voor je zelfvertrouwen en je all-over charme.

Wij geloven dat goed haar, nee pardon: gewéldig haar, niet sporadisch of een toevalligheid moet zijn maar de standaard voor iedere dag. Door producten die passen in jouw leven en niet andersom. Want gebruiksvriendelijk alleen is niet genoeg.

Nee, het wordt nóg beter.

Want het is jouw eigen oude vertrouwde en geweldige kapper die je advies en skills geeft om met onze producten die ‘‘ik-kom-net-van- de-kapper-vandaan’ look helemaal zelf te onderhouden. In ieder geval tot je volgende kappersbezoek.

Yes Yes! Wij staan voor verbluffende resultaten met producten die simpel te gebruiken zijn. Zie ze als een onmisbare toevoeging aan je dagelijkse klaar-maak-routine.

Dat komt onder andere door onze unieke MAK-technologie. Deze zit verwerkt in al onze producten en zorgt voor de perfecte combi van stijl en verzorging. De formule is een ultra verzorgende mix van Macadamia-olie, Arganolie en Keratine die zorgvuldig tot in de kern van je haar wordt gebracht, iedere keer dat je het product gebruikt. Zo wordt je bevrijd van frizz en verrijkt van glans. Dus til jouw haar-skills naar het hoogste niveau, ‘shine on’ en ‘show off’ die prachtige lokken en die stralende jij!

Evryday is betaalbare luxe die jou de kracht geef om te stralen. Voor iedereen en iedere dag. Daar gaan we voor. We hebben het altijd al geweten en we doen wat we beloven.

En dat, lieve vrienden, is zeker geen sprookje.