Brand Tone

Inspirational & Aspirational, Friendly & Approachable, Value-Driven & Promotional, Enthusiastic & Playful, Helpful & Guiding

Brand Values

• •Affordability
• •Selection/Variety
• •Self-Expression & Personalization
• •Discovery & Treasure Hunt
• •Customer Focus

Best Practices

• •Develop a Brand Voice Guide: Document the brand's tone (e.g., friendly, inspirational, value-driven), personality traits, preferred vocabulary (and words to avoid), and grammatical style. This ensures everyone creating content is aligned.
• •Focus on "Why": Connect with the customer's desire to create a beautiful and comfortable home affordably. Emphasize self-expression and the joy of decorating. The mission is to "enable everyone to affordably make their house a home."
• •Stay Visually Consistent: Since home décor is highly visual, ensure copy complements the imagery. Use descriptive language that enhances what customers see in photos and videos.
• •Prioritize Value and Inspiration: Continuously highlight affordability, newness, and a wide selection while providing ideas and inspiration. Frame promotions as opportunities for customers to achieve their décor goals.
• •Engage and Listen: Monitor social media comments and reviews to understand customer language and sentiment. Adapt copy to address their needs and reflect their enthusiasm for finding great deals and unique items. Encourage user-generated content.

Social Perception

Go-To for Deals, Vast Selection, Hit-or-Miss Quality/Experience, Fun for Browsing, Trendy

Copy Examples

• •Facebook/Instagram Post (Seasonal Decor): Hello, sunshine! ☀️ Brighten up your patio with our new collection of outdoor pillows and lanterns. Create your perfect backyard oasis for less! Tag a friend who needs a patio refresh! #AtHomeFairfield #OutdoorLiving #SummerVibes #HomeDecor #AffordableStyle
• •Website Banner (Promotion): Unleash Your Inner Decorator! ✨ Get 20% off all wall art this week only. Find the perfect piece to tell your story. Shop in-store at Fairfield or online! #AtHomeFinds #WallArt #HomeInspo #LimitedTimeOffer
• •Instagram Story (Interactive): Which rug ties this room together best? 🤔 Swipe up to vote for your fave & shop the look! Our Fairfield store is packed with new arrivals to inspire your next room makeover. #AtHomeDecor #RugLove #RoomRefresh #FairfieldFinds #ShopLocal
• •Email Subject Line (Value-Driven): 🎉 Your Home, Your Style, Amazing Prices! Discover what's new at At Home Fairfield.
• •Facebook Ad (Problem/Solution & Inspiration): Dreaming of a cozy living room update? From plush throws to statement lamps, At Home Fairfield has everything you need to create a space you'll love, without breaking the bank. Come explore today! #CozyHome #LivingRoomGoals #AtHomeFairfield #DecorOnABudget