Brand Tone

Practical, Accessible, Value-Oriented, and Friendly

Brand Values

• •Value for Money/Affordability
• •Variety/Selection
• •Practicality/Functionality
• •Customer Service (Stated Goal)
• •Durability/Quality (Stated Goal)
• •Accessibility
• •Innovation (Aspired)

Best Practices

• •Focus on Solutions & Benefits: Emphasize how the products make travel or daily life easier, more organized, or more affordable. Instead of just listing features, explain the *value* to the customer (e.g., "TSA-approved lock for peace of mind" not just "TSA lock").
• •Maintain an Approachable and Clear Voice: Use straightforward language. Avoid overly technical jargon or overly aspirational luxury speak that doesn't align with the core value proposition. Keep sentences relatively concise and easy to understand.
• •Highlight Value Consistently: Whether it's a sale, a multi-buy offer, free shipping, or the inherent good price-point of a product, ensure the "value for money" aspect is a common thread.
• •Be Transparent and Honest: Given some mixed reviews on quality and customer service, it's important to build trust. Be clear about warranty terms, return policies, and product materials. If promoting "eco-conscious options," specify what makes them so.
• •Engage with a Friendly and Helpful Demeanor: In customer service interactions (online and offline) and social media replies, maintain a consistently helpful, empathetic, and friendly tone. This can help address and mitigate some of the negative social perceptions regarding service.

Social Perception

Recognized Canadian Retailer, Go-To for Deals, Mixed Quality Perception, Customer Service Concerns, Convenience

Copy Examples

• •Headline: Ready for Adventure? So Is Your Bag. Body: From weekend getaways to daily commutes, find the perfect travel companion at Bentley. Durable, stylish, and always a great value. Shop our latest collection and save up to 40% this week! Call to Action: Explore Deals Now
• •Headline: Travel Smarter, Not Harder. Great Prices Included. Body: Don't let luggage weigh you down (or empty your wallet!). Bentley offers a wide selection of lightweight and reliable bags for every journey. Plus, enjoy free shipping on orders over $75. Call to Action: Find Your Match
• •Headline: Your Everyday Journey Starts Here. Body: Life’s busy, we get it. That’s why we’ve got backpacks, totes, and organizers to keep you moving smoothly. Practical solutions at prices you’ll love. Call to Action: Shop Everyday Essentials
• •Headline: Deals That'll Make You Want to Pack Your Bags! Body: Planning a trip? Or just need a new bag for your daily hustle? Bentley has you covered with amazing offers on top brands and our popular Tracker collection. Quality you can trust, prices you can’t beat. Call to Action: Grab a Bargain
• •Headline: Hello Sunshine, Hello Savings! Body: Get ready for your next escape with fresh styles in luggage and travel accessories. Our friendly team (online and in-store!) is here to help you find exactly what you need. Check out our new arrivals and special offers today! Call to Action: Discover New Collections