Brand Tone

friendly, playful, enthusiastic, and cute

Brand Values

• •Cuteness/Kawaii Aesthetic
• •Joy and Delight
• •Variety and Selection
• •Customer Satisfaction
• •Accessibility

Best Practices

• •Embrace “Kawaii” Language: Consistently use words like "cute," "adorable," "fluffy," "sparkly," "magical," "dreamy," and other descriptors that evoke the "kawaii" aesthetic. Use emojis playfully and appropriately (💖✨🌈☁️).
• •Maintain a Friendly and Enthusiastic Voice: Write as if you're excitedly sharing something wonderful with a friend. Use exclamation points to convey enthusiasm but avoid overuse. Keep sentences relatively simple and upbeat.
• •Focus on Joy and Positivity: Frame product benefits around the happiness, comfort, and delight they bring. Avoid negative language or overly serious tones. The brand is about fun and lightheartedness.
• •Engage with the Community: Use questions and calls to action that encourage interaction (e.g., “What’s your favorite Sanrio character?”, “Tag a friend who needs this!”). Respond to comments and messages with the same friendly and enthusiastic tone.
• •Stay Visually Consistent: While this is about copywriting, ensure the visuals accompanying the text (images, videos, website design) strongly align with the "kawaii" theme. The copy and visuals should reinforce each other to create a cohesive and immersive brand experience.

Social Perception

Customers and the general public perceive InKawaiiShop as a go-to source for cute, "kawaii," and particularly Sanrio-branded merchandise. It's seen as a legitimate and trustworthy store by most, though some may be aware it could be a reseller with potentially higher prices. The brand evokes feelings of happiness, nostalgia (for fans of Sanrio characters), and excitement, especially when unboxing purchases. There's a strong community feel, particularly on platforms like TikTok, where users share their hauls and experiences.

Copy Examples

• •✨ OMG! ✨ Your new bestie has arrived! 💖 Say hello to the fluffiest, cuddliest [Product Name] yet! Get ready for cuteness overload and snag yours before it’s gone! ➡️ Shop link in bio! #InKawaiiShop #NewArrival #KawaiiCute #MustHave
• •🌈 Brighten your day the kawaii way! ☁️ From adorable Sanrio pals to the cutest accessories, InKawaiiShop has everything you need to sprinkle a little magic into your life. ✨ What are you waiting for? Your dose of cute is just a click away! Shop Now! #KawaiiLife #SanrioLove #CuteFinds #InKawaii
• •Warning: May cause spontaneous squeals of delight! 🥰 This [Character Name] plushie isn't just soft, it's a bundle of pure joy, ready for endless hugs and adventures. Made with love and the cuddliest materials, it’s the perfect companion for your kawaii collection. Adopt yours today! #PlushieLove #KawaiiDreams #HugMe
• •💖 Your Kawaii Dreams Just Got CUTER (and Cheaper!) 😉
• •Unboxing pure happiness! 😍✨ Just got my @inkawaiishop order and I’m OBSESSED! Look how adorable this [Product Name] is! 🥺 Who else needs this in their life? 👇 #InKawaiiShopHaul #KawaiiUnboxing #CuteStuff #TikTokMadeMeBuyIt