Brand Tone

Passionate & Enthusiastic, Authentic & Genuine, Warm & Friendly, Knowledgeable & Informative, Nostalgic & Comforting, Quality-Conscious

Brand Values

• •Authenticity
• •Passion
• •Quality
• •Customer Connection
• •Joy & Well-being (Lebensfreude)
• •Tradition & Heritage
• •Family & Personal Touch

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Passionate, Authentic, Warm, Knowledgeable, Friendly) and values. Provide examples of "do's and don'ts" for word choice, sentence structure, and common phrases that align with Borgåboden. For example, "Do use warm, evocative language. Don't use overly formal or slang terms."
• •Immerse in the "Why": Always write from the perspective of the founders' passion for Sweden and their desire to share its joys. Let this genuine enthusiasm shine through the text.
• •Focus on Storytelling: Share the stories behind the products, the producers, or Swedish traditions. This reinforces authenticity and connects with customers on an emotional level. For example, instead of just listing ingredients, explain their significance in Swedish cuisine.
• •Speak to Your "Sweden Lover" Audience: Use language and references that resonate with those who know and love Sweden, or those who are curious to learn. Terms like "fika," "Lebensfreude," or references to Swedish regions can build connection.
• •Maintain Consistency Across All Channels: Ensure that the website copy, product descriptions, any email communication, and (if developed) social media posts all reflect the same warm, passionate, and authentic tone. Regularly review content to ensure it aligns with the brand voice.

Social Perception

Specialist retailer for authentic Swedish and Scandinavian goods. Customers probably appreciate the range of products that might be difficult to find elsewhere. The emphasis on "since 2004" likely contributes to a perception of reliability and experience. Appeals to Swedish expatriates, individuals with Swedish heritage, travelers who has visited Sweden, or those generally interested in Scandinavian culture and cuisine. Positive among its niche customer base, who value authenticity and quality in these specific types of products.

Copy Examples

• •Headline (Website Banner): "Taste the Heart of Sweden. Authentic Delicacies, Straight to Your Door. | Borgåboden - Your Home for Scandinavian Joy Since 2004."
• •Product Description (for Swedish Crispbread): "More than just crispbread, it's a Swedish tradition! Our Knäckebröd is sourced from small, passionate bakers in Sweden, delivering that unmistakable crunch and rustic flavor. Perfect with herring, cheese, or simply butter. Bring a piece of genuine Swedish 'fika' to your table."
• •Email Subject Line (Seasonal Promotion): "🎄🎅 God Jul! Discover Our Enchanting Swedish Christmas Collection! 🎁"
• •"About Us" Snippet: "It all started with a longing for Sweden. Since 2004, Borgåboden has been our way of sharing the flavors, traditions, and 'Lebensfreude' we fell in love with. We're more than a shop; we're a community of Sweden enthusiasts."
• •Social Media Post (if active): "Dreaming of Swedish meatballs just like 'mormor' (grandma) used to make? 😉 We've got all the authentic ingredients and even a recipe idea or two on our blog! What's your favorite Swedish comfort food? Share below! 👇 #Borgåboden #SwedishFood #ScandinavianKitchen #TasteOfSweden #ComfortFood"