Brand Tone

Inspirational yet Accessible, Friendly and Practical, Stylish but Unpretentious, Value-Driven

Brand Values

• •Affordability
• •Inspiration
• •Practicality & Functionality
• •Modern Scandinavian Aesthetics
• •Accessibility

Best Practices

• •Create a "Voice and Tone" Guide: Document the brand's personality (e.g., "the savvy friend with great taste"), approved vocabulary (e.g., use "smart," "stylish," "cosy," "practical") and words to avoid (e.g., "cheap," "luxury," "exclusive").
• •Prioritize "Inspiration" and "Value": Ensure most copy subtly or overtly references the core promise of providing inspirational items at affordable prices, echoing "Mere Inspiration. Mindre Pris."
• •Keep it Visually Led, Simply Spoken: Since the products have a strong visual appeal (Scandinavian, modern), the copy should complement this by being clear, concise, and easy to understand. Avoid overly complex language or jargon.
• •Adapt to the Platform, Not the Personality: While the expression might change slightly (e.g., more emojis on Instagram, slightly more detail in an email), the core friendly, inspirational, and value-conscious voice should remain consistent across all channels.
• •Focus on the "And More": While "Basic" implies essentials, always highlight the "More" – whether it's more style, more joy, more solutions, or more inspiration, demonstrating the added value beyond just the functional item.

Social Perception

Customers likely perceive Basic & More as a source for trendy, affordable home decor and essentials. It's seen as a place to find items that can refresh a home's look without a significant financial investment. The brand likely appeals to a younger demographic, new homeowners, renters, or anyone looking for stylish updates on a budget. There's an expectation of getting good visual appeal for the price; durability is expected to be reasonable for the cost. The "more inspiration, less price" tagline effectively shapes perception towards being a smart choice for home embellishments.

Copy Examples

• •Headline: Style Up Your Space, Smartly. Body: Discover everyday essentials and delightful decor that bring more inspiration to your home, for less. Basic needs, elevated. Channels: Website banner, social media ad.
• •Headline: Your Kitchen Story Starts Here. Body: From morning coffee to cozy dinners, find everything for the food lover and the heart of your home. Practical pieces, beautiful prices. Channels: Email newsletter, category page.
• •Headline: Small Changes, Big Home Happiness. Body: It doesn't take much to make a difference. A new vase, a softer cushion, a clever organizer. Find your little bit of 'more' today. Channels: Instagram post, blog content.
• •Headline: Limited Stock, Unlimited Style! Body: Fresh finds arrive often, but they don't last long! See what's new and inspiring this week – grab your favorites before they're gone. Channels: Social media stories, website pop-up.
• •Headline: Get Inspired. Get Value. Get Home. Body: Basic & More: Where great design meets even better prices. Transforming your house into a home you love, one beautiful find at a time. Channels: Facebook ad, brand tagline reinforcement.