Brand Tone

Community-oriented (Geographically), Direct & Promotional (for non-clothing items), Customer Satisfaction focused.

Brand Values

• •Customer Satisfaction
• •Accessibility (Local Market)
• •Quality
• •Community Focus (Guinea)
• •Value

Best Practices

• •Adapt tone for different product categories, using a direct and feature-focused approach for utilitarian products while maintaining core brand values.
• •Clearly highlight benefits and offers, particularly for products like electronics and household items.
• •Maintain a community-focused tone when addressing the Guinean market, emphasizing local delivery and contact numbers.
• •Showcase positive customer reviews and guarantees to reinforce customer satisfaction.
• •Address potential brand confusion by disambiguating the brand from the Moroccan dagger association through targeted marketing.

Social Perception

Positive among local customers in Guinea, but potentially confusing for a broader audience due to association with Moroccan daggers.

Copy Examples

• •Produit de qualité (Quality product)
• •Super bon produit (Super good product)
• •Livraison gratuite partout à Conakry (Free delivery throughout Conakry)
• •PROMO: [Details on payment methods and delivery in Conakry]
• •Contactez-nous au [local contact number] pour toute question.