Brand Tone

Expressive & Confident, Modern & Stylish, Friendly & Welcoming, Empowering, and Playful & Creative.

Brand Values

• •Self-Expression
• •Quality
• •Individuality & Diversity
• •Customer Centricity
• •Confidence

Best Practices

• •Highlight Individuality and Choice: Continuously emphasize the variety of designs and the ability for customers to find something that uniquely represents their personality and style.
• •Maintain a Friendly and Inclusive Voice: Use welcoming phrases and address the customer as part of a community (e.g., "NJM Nail Family").
• •Showcase Quality and Craftsmanship: Remind customers of the "handmade" and "high-quality" nature of the products, justifying their value and appeal.
• •Use expressive language and calls to action that encourage confidence and self-expression.
• •Incorporate customer testimonials to build trust and credibility.

Social Perception

Positive, focusing on customer satisfaction with quality, designs, and the compliments received when wearing NJM Nails.

Copy Examples

• •STYLE YOUR WAY TO CONFIDENCE
• •BE BOLD, BE BEAUTIFUL
• •MAKE EVERY MOMENT FABULOUS
• •Welcome to the NJM Nail Family - Get Ready to Nail Your Look
• •At NJM Nails, we’re all about self-expression.