Brand Tone

Hybrid: Professional and Trustworthy on the website; Friendly, Caring, and Approachable on social media; an overarching Supportive Expert.

Brand Values

• •Wellness and Relief
• •Quality and Efficacy
• •Customer Assurance
• •Australian Identity

Best Practices

• •Unify the Brand Identity: Address the 'Aussie' vs. 'Koala' confusion head-on. Integrate the names, for example: 'Aussie Stress Free: Home of the Koala Comfort pillow.' This creates a single, memorable brand story and prevents negative spillover from similarly named scams.
• •Lead with the Solution, Not the Product: Focus copy on the end benefit: 'Wake up without stiffness,' 'Enjoy your walks again,' 'Work without distraction.' Frame every product as a direct solution to a specific pain point the customer is experiencing.
• •Reinforce Trust Signals on All Channels: Don't confine the '90-night trial,' 'fast Aussie delivery,' and 'expert support' to the website. Include these guarantees in social media bios, ad copy, and post captions to build confidence with potential customers at every touchpoint.
• •Adopt a 'Caring Expert' Persona: Combine the professional, solution-oriented language of the website with the approachable, friendly tone of the 'Koala' identity. Write as a knowledgeable expert who understands the customer's pain and genuinely wants to help them find relief.
• •Use Benefit-Oriented and Evocative Language: Instead of simply stating 'relieves pain,' use more descriptive copy like 'unlocks muscle tension,' 'eases joint stiffness,' or 'cradles your neck for deeper sleep.' Paint a picture of the comfortable, stress-free life the customer will achieve.

Social Perception

Divided and inconsistent due to dual branding and mixed customer reviews. On-site, it is curated as positive, but off-site, it faces criticism and brand confusion, potentially associating it with scams.

Copy Examples

• •That nagging back pain won't fix itself. Our Posture Corrector provides the support your spine craves, retraining your muscles for all-day relief. Trusted by 8,000+ Aussies. Feel the difference with our 90-night trial. #BackPainRelief #AussieWellness
• •End your day on the right foot. Melt away tension and rediscover what true relaxation feels like. ✨ Our range of massagers is designed for your ultimate comfort. #AussieStressFree #SelfCare #Unwind
• •Engineered for restorative sleep, the Aussie Comfort Contour Pillow features a unique ergonomic design to ensure optimal neck and spine alignment. Crafted from a premium blend of soybean and polyester fibre, it provides a supportive-yet-soft foundation that resists hardening. Wake up refreshed and free from stiffness. Your 90-night, risk-free trial to better mornings starts now.
• •Your Exclusive BOGO Offer: Give the Gift of Pain-Free Sleep.
• •The 3 PM neck-ache just met its match. 😉 #WFH #PainRelief #AussieMade