Brand Tone

Friendly, Approachable, Inspirational, Aspirational, Helpful, Customer-Oriented, Enthusiastic and Passionate

Brand Values

• •Transformation and Improvement
• •Exclusivity and Quality
• •Customer Satisfaction
• •Beauty and Aesthetics
• •Accessibility (within Brazil)

Best Practices

• •Develop a Tone of Voice Guide: Create a simple document outlining the brand's personality (e.g., "The Fun Inspirer," "The Chic Advisor") and key tone characteristics (e.g., warm, enthusiastic, sophisticated, clear) with do's and don'ts. This ensures everyone writing for the brand is aligned.
• •Use a Consistent Vocabulary and Style: Identify core keywords and phrases associated with the brand (e.g., "transformar lares," "exclusivo," "aconchegante" (cozy), "charme"). Maintain a consistent level of formality (e.g., friendly but professional, avoiding overly technical jargon or slang unless it's a deliberate brand choice).
• •Reflect the Brand Values in Communication: Ensure that the copy consistently reinforces the brand's core values, such as quality, customer satisfaction, and the joy of creating a beautiful home. For Calmaps, this means emphasizing the transformative power of their decor and their commitment to customers.
• •Adapt to the Platform, but Maintain Core Tone: While the tone on Instagram might be slightly more casual and visual than a formal email, the underlying friendliness, inspiration, and quality focus should remain consistent across all channels.
• •Train and Review: Ensure anyone creating content (social media managers, copywriters, customer service agents) is trained on the brand tone. Regularly review content across different platforms to check for consistency and make adjustments as needed.

Social Perception

Positive Visual Appeal, Trustworthiness (Emerging), Source of Inspiration, Brazilian Brand

Copy Examples

• •✨ Transform your space, transform your life! ✨ Our new collection has just arrived, filled with exclusive pieces to bring more color, comfort, and personality to your home. Create the cozy sanctuary you've always dreamed of. Tap to explore and fall in love! #Calmaps #HomeDecor #NewCollection #TransformandoLares #CozyHome
• •Cuddle up in style! 🥰 Our exclusive Calmaps blankets are perfect for those moments of relaxation, adding a touch of charm and incredible comfort to your sofa or bed. Made with love and the quality you deserve. Shop now and enjoy free shipping anywhere in Brazil! 👉 [Link to Product]
• •Your Home, Your Story, Our Inspiration. Since 2012, Calmaps has been dedicated to bringing exclusive, quality decor to transform Brazilian homes. Discover pieces that speak to your soul. Shop with our satisfaction guarantee!
• •Hey [Customer Name], ready to give your home a beautiful refresh? 🏡 Our special sale is ON! Find stunning pillow covers, elegant curtains, and unique decor items with unmissable discounts. It's the perfect chance to bring that Calmaps charm into every corner. Don't miss out! Shop Sale Now -> [Link]
• •Infuse your living room with joy and sophistication! Our 'Tropical Bloom' pillow cover, an exclusive Calmaps design, is crafted from high-quality fabric, ensuring durability and a soft touch. The vibrant pattern is perfect for adding a focal point and a wave of positive energy to your decor. Easy to wash and combine, it’s the detail that was missing to complete your happy place. Measures 45x45cm. (Cover only, filling not included).