Brand Tone

Enthusiastic & Passionate, Family-Oriented & Friendly, Professional & Trustworthy, Playful & Modern, Community-Focused

Brand Values

• •QUALITY
• •PASSIONATE
• •FAMILY-ORIENTATED
• •SERVICE
• •FUN
• •SUSTAINABILITY
• •INNOVATION

Best Practices

• •Know Your Platform, Adapt Your Core: While the core values (Quality, Passion, Family, Service, Fun) should remain, tailor the *expression* of the tone to the specific platform. TikTok can be more playful and trend-driven than a press release.
• •Embrace Fan Language (Authentically): When promoting licensed products, subtly incorporate language and references that resonate with fans of that specific IP, showing genuine understanding and passion.
• •Always Highlight "Official": The "100% Official Licensed Product" is a key trust factor and should be a consistent message, reinforcing quality and legitimacy.
• •Balance Enthusiasm with Professionalism: While passion is a core value, ensure copy remains clear, grammatically correct, and avoids hyperbole that could undermine trust, especially in more formal communications.
• •Incorporate Values Naturally: Weave in mentions of quality, family-orientation, customer service, and sustainability where relevant, rather than just listing them. For example, "As a family-run business, we take pride in..." or "Our commitment to quality means..."

Social Perception

Reputable & Established, Go-To for Licensed Merchandise, Quality Provider, Engaging (for those interested in specific licenses), Trustworthy

Copy Examples

• •For over 45 years, Danilo has been bringing your favorite stars, stories, and teams into your homes. As Europe's No.1 for official licensed calendars, cards, and gifts, we're as passionate about your fandoms as you are! Explore the magic today.
• •No cap, the [New Show/Movie] 2025 Calendar is FIRE! 🔥 Keep track of your year with all your fave characters. Cop yours now before they're gone! #OfficialMerch #[NewShow] #DaniloGotYou
• •Your favorite memories, officially. At Danilo, every calendar, diary, and card is 100% officially licensed and crafted with the quality you deserve. Celebrate your passions with products you can trust.
• •Celebrating your heroes, responsibly. As a family company, we're committed to a greener future. Our UK-made paper products are FSC certified, and we're working hard to reduce plastic. Enjoy your fandom, a little more sustainably.
• •Who makes your world brighter? ✨ This [Occasion, e.g., Friendship Day], send a smile with an official card from their favorite universe! Tag a friend who deserves a little Danilo magic. #DaniloCelebrates #OfficialCards #[RelevantFandom]