Brand Tone

unreliable, unprofessional, and untrustworthy, creating a stressful and non-transparent experience for customers

Brand Values

• •lack of operational excellence
• •lack of customer obsession
• •unreliable delivery
• •lack of transparency

Best Practices

• •Prioritize Transparency Above All: In every piece of copy, from product descriptions to FAQs, be upfront about shipping times, stock status, and return policies. Avoid jargon and overly aspirational language until it is earned.
• •Adopt a Humble and Accountable Voice: Acknowledge past failures in public communications. An apologetic yet determined tone can help rebuild trust more effectively than ignoring the problems.
• •Centralize All Communications: Ensure that the tone used on the website, in emails, and on any reactivated social media is identical. Create a simple brand voice guide for anyone writing on behalf of the company.
• •Focus on "Proof" Over "Promises": Instead of saying "we are reliable," show it. Use copy to highlight new features like "Live Order Tracking," "24-Hour Customer Service Response Guarantee," or "Verified Customer Reviews."
• •Engage Directly and Personally: When relaunching on social media or responding to emails, use a personal and non-automated tone. Address customers by name and refer specifically to their issues, demonstrating that a real person is listening and taking responsibility.

Social Perception

overwhelmingly negative, perceived as a potential scam or a highly unreliable dropshipping operation due to failed deliveries and poor customer service

Copy Examples

• •We're listening and improving. We know our past service hasn't always met your expectations, and we're working hard to fix it. To start, all orders now come with guaranteed end-to-end tracking. Experience the new Buyinstor.
• •Please Note: To bring you a wide variety of products, this item ships directly from our international partner. Delivery typically takes 10-21 working days. We provide a tracking number within 48 hours so you can follow its journey to your door.
• •A fresh start for Buyinstor. We've been quiet, but we've been working. We're relaunching with a new commitment to you: transparent communication and reliable service. We have a lot to prove, and we're ready to earn back your trust, one order at a time. #BuyinstorReboot
• •Subject: We Can Do Better. At Buyinstor, we failed to provide the service you deserved, and for that, we are truly sorry. We’ve overhauled our shipping and customer service processes to ensure this doesn't happen again. As a first step in making things right, here is a 25% discount code for your next purchase. We hope you’ll give us a second chance.
• •Our journey began with a passion for bringing unique products to South Africa. While our ambition was big, our execution fell short, and we let many customers down. Today, we are rebuilding Buyinstor from the ground up, with a single-minded focus: honest, transparent, and reliable service. We're still a small team, but we're dedicated to improving every day.