# Elise Be Dancing — Brand Brief > Written 1 Aug 2026. Every claim below traces to the research pass (WSDC registry lookup #22525, floridadancemagic.com, live handle checks, 13 comparable dance-pro sites) or to `content.js` in this folder. Where something is unverified, it says so. > Companion doc: [MERCH-PLAN.md](MERCH-PLAN.md). Content source of truth for the skins: `content.js` (do not fork copy — fix it there). --- ## 1. Positioning **Elise Be Dancing is the personal brand of a touring All-Star West Coast Swing pro — teach, compete, judge, merch — run out of a suitcase from Phoenix, AZ.** One sentence for the top of every page: *a nationally touring WCS competitor, teacher and judge with a country-crossover streak, known for big, wild, musical dancing — "controlled chaos" — and for teaching why movement works, not just patterns.* The four legs, in revenue order: | Leg | What it is | Where it converts | |---|---|---| | Privates | 1-on-1 at any tour stop or in Phoenix/Mesa | Calendly | | Workshops | Group classes at events/studios ("Controlled Chaos", "Musicality Within Connection") | Email inquiry | | Event staff | Teaching + judging (Int./Adv.) + choreography for directors | /book page | | Merch | The comp-suitcase line (see MERCH-PLAN.md) | Table + site | ### How this differs from the old "Dance Lifestyle Store" idea The earlier concept was a faceless dropship store: generic dance goods, cold traffic, paid ads, competing on nothing. **This is the opposite in every dimension:** | | Dance Lifestyle Store (dead) | Elise Be Dancing | |---|---|---| | Who's selling | Nobody — a storefront | Her. Face, name, WSDC record | | Who's buying | Strangers from ads | People who danced with her *this weekend* | | Distribution | Shipping + ad spend | Her body at 18+ events/year; the table is the store | | Merch's job | The whole business | Brand fuel + margin on top of teaching income | | Moat | None | You can't dropship "she taught my workshop" | The audience already meets her in person. The site's job is to catch that warm attention before it evaporates on Sunday night — not to generate cold traffic. --- ## 2. The verified record (what social proof we're allowed to use) All registry-verified (WSDC #22525) or on her public FDM staff bio: - **All-Star level.** After the 1st-place Advanced Jack & Jill at Florida Dance Magic (Jul 2026, as follower), the registry lists her required level as ALS. **Site copy must say "All-Star," not "Advanced."** ⚠️ `content.js` `roles[]` still says "Advanced Jack & Jill — follower" — update it there. - 81 Advanced points as a follower: 1st FDM 2026, 2nd H-Town Throw Down 2026, 2nd Trilogy Swing 2025, 3rd Swingover 2026, 3rd TAP 2025, 3rd Midnight Madness 2025, plus Advanced finals at MADjam, Wild Wild Westie, Easter Swing, Desert City Swing, SwingTime Denver, Atlanta Swing Classic. - **Genuinely dances both roles in comp:** Intermediate J&J finals/placements as a *leader* (5th FDM 2026, 5th TAP 2025), 2nd Novice as leader at Swingtacular 2025. This is rare and is a core brand fact. - Country crossover: UCWDC Country Dance World Championships finalist (5th, Novice WCS division, Jan 2024); "Country + WCS Dancer" is her own IG bio wording. - Staff choreographer / instructor / judge at Florida Dance Magic (public staff page). - Doppelganger Strictly finalist, Rose City Swing 2026 (on YouTube). **Claims NOT to make:** staff gigs at any event other than FDM (none publicly verifiable — use "on staff at events across the circuit" phrasing, no named list, until each booking is confirmed); the Spotify "Elise Holland" musician link (unverified); anything with the Facebook `elise.peterson.965` slug (likely maiden name — confirm before public use); the FDM booking phone number (public there, but get her OK before repeating it). --- ## 3. Wordmark "Be" is always the spelled-out word b-e. Never a lone letter B, never "Elise B. Dancing," never punctuation between the words. | Treatment | Rendering | Use | |---|---|---| | Spaced title case | Elise Be Dancing | Prose, page titles, legal | | Stacked caps | ELISE / BE / DANCING | Hero lockups (skins 01, 08 already do this) | | Solid lowercase | elisebedancing | Handles, URL, embroidery thread | | Emphasized "Be" | Elise *Be* Dancing — italic/outline/color hit on Be | Logo lockup; skins 07 (gold italic) and 08 (volt outline) prove it | | Monogram | be (lowercase, set tight) | Hat, pin, favicon, garment tags | The "Be" emphasis carries the double meaning (her name-sound / the imperative *be dancing*) — it's the whole brand joke; protect it. --- ## 4. Voice & tone Warm, direct, scene-fluent, technically credible. She's the confidence-builder in the room, not the diva. High energy in the verbs, honesty in the numbers. WCS vocabulary used correctly and never explained down. Faith-and-family grounded (her own bio wording) — keep it present but light; it's who she is, not a marketing angle. | DO | DON'T | |---|---| | "1st in Advanced Jack & Jill at Florida Dance Magic — now dancing All-Star." | "One of the best dancers in the world." | | "Big, wild, musical social dancing — and the technique that keeps it clean." | "Unleash your inner dance goddess on a transformative movement journey." | | "Both roles, every social. Ask her to dance — either side." | "She will BLOW YOUR MIND on the dance floor!!!" | | "Sold out of your size? Scan the code — it ships free." | "LIMITED STOCK!!! BUY NOW BEFORE IT'S GONE FOREVER!" | Tagline system already in `content.js`: "Dance like it's 1am." (primary), plus "Wild on the floor," "Be loud. Be soft. Be dancing." The pull-quote is her partner's line: **"She's wild."** — use it as a design element, always in quotes. --- ## 5. Audiences | Audience | Moment of contact | What they need in 30 seconds | Primary CTA | |---|---|---|---| | Event dancers who just took her workshop | Phone in hand, IG bio link, Saturday afternoon | Book a private *at this event* before slots go | Calendly | | Her privates students | Recurring; between events | Rebook, Phoenix/Mesa availability, video review option | Calendly | | Social dancers who follow online | Scrolling; never met her yet | Where she'll be next; merch; a reason to hand over an email | Tour list + email | | Event directors | Desk research, staffing 6-12 months out | Credentials, class list, judging tier, photos, one contact button | /book page | The first row is the money row. The whole funnel is: dance floor → IG bio → site → Calendly, and it has to survive being used on hotel wifi. --- ## 6. Existing assets to leverage | Asset | Status | Action | |---|---|---| | IG @elisebedancing | ~5.2k followers, verified hers | Bio link → site (currently → Calendly direct) | | TikTok @elisebedancing | Verified hers (via FDM bio + oEmbed) | Same handle everywhere — done | | Threads @elisebedancing | Linked from IG | Passive; keep | | **YouTube @elisebedancing** | **404 — handle appears AVAILABLE** | **Claim it now, before someone else does.** Comp videos of her already live on event channels; a channel gives them a home | | Facebook | Personal profile, maiden-name slug | Do not link publicly until confirmed; `content.js` points at facebook.com/elisebedancing which doesn't exist yet — claim or remove | | Calendly | calendly.com/elise-holland28/fdm (live, in her IG bio) | Works, but the account has known defects (no weekday availability, timezone errors — see memory). Needs a clean event type per tour stop before it's embedded | | Fuego code "Elise10" | Live ambassador arrangement | Cross-link on the merch page — real proof brands already work with her | | WSDC #22525 | Registry-verified record | The social-proof backbone of every page; no per-dancer permalink exists, so state facts, don't link | --- ## 7. What the website must do (ranked) 1. **Book privates & workshops.** Calendly path above the fold. Closest comparable (aidanwcs.com) proves the pattern: plain-language hero + "Book A Lesson" + scheduler embed. His site has no email capture and no merch — both gaps we take. 2. **Email list.** "The 1am list" (already in `content.js`). The one durable asset that survives an algorithm change. Lead-magnet model per westcoastswingonline.com: a free musicality mini-lesson, not "subscribe to my newsletter." 3. **Merch.** The suitcase line with a POD backstop for stockouts. Price band validated by Unbound Westie ($36-50 tees on Shopify) — see MERCH-PLAN.md. 4. **Event-director /book page.** Kyle Hanagami's credibility-first one-pager is the template: proof, class menu, judging tier, photos, one CTA. Robert Royston's services-menu framing for scope. Structural rules learned from the 13-site survey: **low upkeep beats ambitious** (pro sites lapse on tour — johoffberg.com is a "Launching Soon" shell; jtswing.com is frames-era); few pages beat many (Myles & Tessa's 30+ page IA buries the money pages); no content sprawl (Witney Carson's blog ate her booking funnel); and in partner-dance scenes **a fast current site is itself a differentiator** (world-touring pros run on DMs and bio links — Daniel y Desiree, 738k followers, no website at all). --- ## 8. Guardrails - **Privacy:** no flights, no family logistics, no home address, no pay or contract figures, no private emails. Public event names/cities/dates only. (Same rule as the `content.js` header.) - **Accuracy:** no invented placements, no "world-class," no staff claims beyond FDM until confirmed. Dates stay "TBA" unless publicly known. - **Sync:** copy lives in `content.js`; skins render from `window.EBD`. Fix copy once, there. Known pending fixes: roles say "Advanced" (should be All-Star), Facebook URL points at an unclaimed vanity handle. --- ## 9. Aesthetic correction (Salomon, 2026-08-01) — read before picking a skin Elise's PERSONAL aesthetic is **minimalist**: Lululemon, all-black pants, clean tops, tamed wardrobe. The "wild" lives in her **dancing, her catchphrases, and her chaotic Facebook video edits** — not in her clothes. So the brand formula is: **minimalist-edgy base, wild accents** — not girly, not poppy, not crazy colors everywhere. She'd lean edgy/fun/unique over cute. Skin guidance: Editorial (01), Athletic (03), Luxe Noir (07), and Merch Zine (09) match how she actually dresses; After Dark (02), Scrapbook (06), and Motion (08) match her video-edit energy; Soft Romantic (10) is the girly end of the range — likely not her, kept as a range marker. Reference look she'd respect: Unbound Westie's dark editorial minimalism.