Brand Tone

Aspirational yet Accessible, Warm and Friendly, Passionate and Enthusiastic, Curated and Discerning, Slightly Sophisticated but not Elitist

Brand Values

• •Quality & Craftsmanship
• •Uniqueness & Individuality
• •Customer Inspiration
• •Customer Satisfaction
• •Passion for Interiors
• •Supporting Artisans/Small Makers (Potentially)

Best Practices

• •Develop a Brand Voice Guide: Document your tone (e.g., warm, aspirational, witty, sophisticated), key vocabulary, "do's and don'ts" for language, and examples. Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. Tailor your language and references to resonate with their aspirations, needs, and how they communicate. For Indigo Home & Gift, this means appealing to individuals who value style, uniqueness, and creating a beautiful living space.
• •Focus on "Why" Not Just "What": Instead of just describing a product, explain the feeling it evokes, the problem it solves, or the lifestyle it represents. Connect with the customer's desire for a beautiful and comfortable home.
• •Be Consistent Across All Channels: Whether it's a website product description, an Instagram caption, a Facebook post, or an email newsletter, the underlying tone and core messages should feel harmonious and recognizably "Indigo Home & Gift."
• •Review and Refine: Regularly review your copy (and customer feedback on it) to ensure it's still hitting the right notes and aligning with your brand values. Don't be afraid to tweak your approach as your brand evolves or as you learn more about what resonates with your audience.

Social Perception

Positive: Customers likely appreciate the unique selection of items that differ from larger chain stores. They may praise the quality and aesthetic of the products. Valued for Customer Service: Friendly and helpful interactions are likely noted. Seen as a Source of Inspiration: Followers and customers look to them for home styling ideas. Trustworthy: If they consistently deliver quality products and good service.

Copy Examples

• •Instagram Post (New Product - Artisan Vase): Introducing the 'Serene Swirl' vase – where timeless artistry meets modern elegance. Each piece is handcrafted with love, making your next floral display truly one-of-a-kind. Imagine this beauty gracing your entryway or bringing a touch of calm to your favourite reading nook. ✨ Explore unique finds via the link in our bio. #IndigoHome #ArtisanDecor #HandcraftedHome #UniqueGifts #HomeInspo
• •Facebook Ad (Seasonal Collection - Autumn): Cosy season is calling! 🍂 Transform your home into a warm haven with our new Autumn Collection. From plush throws to ambient lighting and rich, earthy tones, discover pieces that invite you to snuggle up and savour the moment. Shop the look and embrace the comfort: [Link to Website Collection]
• •Website Banner (Homepage): Your Home, Beautifully Curated. Discover unique furniture, charming gifts, and inspiring décor to tell your story. Welcome to Indigo Home & Gift.
• •Email Newsletter Snippet (Highlighting a specific style): Dreaming of a Scandi-inspired sanctuary? 🌿 Our latest arrivals embody minimalist charm and natural textures. Think clean lines, soft neutrals, and pieces that speak of quiet sophistication. Let us help you create a space that's both calming and effortlessly stylish.
• •Product Description (for a unique throw blanket): Wrap yourself in pure comfort with our 'Whispering Willow' throw. Woven from the softest ethically-sourced cotton and featuring a subtle, nature-inspired pattern, it's more than just a blanket – it's an invitation to unwind. Perfect for adding a layer of texture and warmth to your sofa or bed. Measures 130x180cm. Care instructions included.