Brand Tone

Informative & Authoritative, Supportive & Empathetic, Professional & Trustworthy, Direct & Solution-Oriented

Brand Values

• •Health & Wellbeing
• •Expertise & Knowledge
• •Customer Support & Care
• •Accessibility & Choice
• •Reliability & Trust

Best Practices

• •Prioritize Clarity and Simplicity: While authoritative, avoid overly technical jargon where possible. Explain complex terms if necessary. The goal is to inform and empower, not confuse.
• •Emphasize Benefits, Not Just Features: Connect product features to the tangible benefits for the user (e.g., quieter motor for an undisturbed night's sleep rather than just low dBA motor). This resonates with the supportive and solution-oriented tone.
• •Maintain a Helpful and Empathetic Voice: Acknowledge the challenges customers face. Use phrases that convey understanding and a willingness to assist (e.g., We understand choosing the right equipment can be overwhelming, Let us help you find...).
• •Ensure Accuracy and Authority: Double-check all medical information, product specifications, and claims. Cite sources or refer to clinical guidelines where appropriate to reinforce the authoritative and trustworthy aspect of the brand.
• •Use Consistent Terminology: Develop a glossary of terms related to sleep apnea and your products. Use these terms consistently across all platforms (website, emails, social media) to build familiarity and reinforce expertise. For example, decide if you'll primarily use sleep apnoea or sleep apnea (given .com.au, apnoea might be more common locally, but check their current usage) and stick to it.

Social Perception

Specialized Retailer, Helpful Resource, Reliable (Generally), Price Conscious Audience, Clinical but Approachable

Copy Examples

• •Breathe Easier, Sleep Better. Your trusted partner for sleep apnea solutions. Expert advice, leading brands, and dedicated support for your journey to restful nights.
• •Finding the right CPAP mask is crucial for comfortable and effective therapy. Explore our extensive range of styles from trusted brands like ResMed, Philips, and Fisher & Paykel. Need help choosing? Our sleep experts are here to guide you.
• •Navigating your NDIS plan for CPAP therapy? We understand it can be complex. Our latest blog post breaks down the essentials, or you can call our friendly team for personalized guidance. We're committed to helping you access the sleep solutions you need.
• •SleepStyle Insights: Tips for Optimising Your CPAP Comfort + New Arrivals
• •At SleepStyle, we're more than just a supplier. We're a team of dedicated professionals passionate about improving sleep health across Australia. With years of experience and a commitment to genuine care, we provide the products, knowledge, and support you need to manage your sleep apnea effectively.