Brand Tone

Informative & Direct, Promotional, Helpful & Approachable, Aspirational yet Accessible, Enthusiastic (Mildly)

Brand Values

• •Value for Money/Affordability
• •Variety & Choice
• •Modern Design & Style
• •Customer Service
• •Quality (within its price bracket)

Best Practices

• •Prioritize clarity and information: Always ensure product descriptions, offers, and service details are easy to understand. Avoid jargon where possible, or explain it simply. The core of Abra's tone is helpful and direct.
• •Balance aspiration with affordability: While showcasing beautiful room settings, consistently weave in the message of value and good prices. Use phrases that highlight both style and budget-friendliness.
• •Maintain an approachable and helpful voice in interactions: Whether responding to comments, emails, or writing FAQ sections, ensure the tone is friendly, patient, and eager to assist. This reinforces the customer service value.
• •Use enthusiastic but grounded promotional language: When announcing sales or new items, convey excitement (e.g., "Don't Miss Out!", "Hot Deals!"), but avoid overly hypey or exaggerated claims that could undermine trust. Keep it rooted in tangible benefits for the customer.
• •Develop a style guide for key phrases and terminology: Create a simple internal guide that lists preferred terms (e.g., "affordable" vs. "cheap," "latest designs" vs. "trendy"), how to describe sales, and a consistent way to sign off communications. This helps ensure everyone writing for the brand sounds similar. For example, always mentioning "Malta" or "Maltese homes" can reinforce local connection.

Social Perception

Go-to for Affordable Furniture, Trendy & Modern Options, Convenience, Reliability (Dependent on individual experiences), Locally Present

Copy Examples

• •Instagram Post (Image: Stylish living room setup): Dreaming of a living room refresh? ✨ Our new collection brings you the latest trends at prices you'll love. From plush sofas to chic coffee tables, discover pieces that speak your style. Tap to shop or visit abra.com.mt for more! #AbraMalta #LivingRoomGoals #MaltaHomes #AffordableStyle
• •Facebook Ad (Carousel of different dining sets): Host in Style without the Hefty Price Tag! 🍽️ Explore Abra Malta's diverse dining sets – from compact 2-seaters to grand extendable tables. Quality craftsmanship, modern designs, and unbeatable value. Find your perfect match today! Shop Now: [Link] P.S. Don't miss our ongoing Dining Delights Sale!
• •Website Banner (Homepage): ABRA MALTA: Your Home, Beautifully Furnished, Affordably. Shop Our Latest Arrivals & Enjoy Fast Delivery!
• •Email Subject Line (Promotional Email): 🔥 MEGA SALE EXTENDED! Up to 40% Off Your Favourite Furniture at Abra Malta!
• •Product Description Snippet (for a new sofa): Meet the 'Comodo' Sofa: Where contemporary design meets ultimate comfort. Crafted with durable fabric and a sturdy frame, it's built for everyday life and designed for modern living. Available in 3 versatile colours. Make it yours for just €XXX! Learn more and see dimensions: [Link]