Brand Tone

Friendly, knowledgeable, reassuring, welcoming, informative, and a trusted local expert in home comfort.

Brand Values

• •Comfort
• •Quality and Durability
• •Local Heritage
• •Customer-Centricity
• •Value

Best Practices

• •Prioritize "Comfort" in Every Message: Whether writing a product description, social media post, or email, always circle back to the core value of comfort. Use sensory language that evokes feelings of relaxation, support, and ease.
• •Maintain a Friendly and Approachable Voice: Use conversational language. Address the customer directly ("You," "Your"). Frame the company as a helpful guide rather than just a retailer. The tone should feel like a trusted recommendation from a knowledgeable friend.
• •Reinforce Local Heritage: Regularly incorporate the "Made in WA" and "family-owned" aspects into your copy. This builds trust and creates a strong point of differentiation from larger, international competitors.
• •Show, Don't Just Tell, Quality: Instead of simply stating that furniture is "high-quality," provide specifics. Mention the type of wood used, the craftsmanship techniques, the durability of the fabric, or the technology in the recliner mechanisms.
• •Address Customer Concerns Proactively and Transparently: Acknowledge the importance of post-purchase satisfaction in your marketing copy. Highlight warranties, customer support channels, and guarantees to build confidence and directly counter the negative feedback seen in public reviews. Being transparent about your commitment to resolving issues can help rebuild trust.

Social Perception

Divided: seen as a reliable local company offering quality, comfortable furniture with excellent in-store service, but also faces significant concerns regarding product quality and post-sales support/warranty processes from a segment of customers.

Copy Examples

• •Headline: Sink into Savings. Body: Our End-of-Season Sale is here! Discover handcrafted comfort and timeless style for every room in your home. For a limited time, enjoy up to 40% off our best-selling sofas and recliners. Because comfort should never be a compromise.
• •Headline: Your Forever Sofa is Waiting. Body: At Dankz, we don't just build furniture; we craft the heart of your home. Made right here in WA with over 50 years of expertise, our sofas are built to last a lifetime of movie nights, family gatherings, and quiet moments.
• •Headline: We've Got Your Back. Literally. Body: Aches and pains? Our ergonomic collection is designed with your well-being in mind. From lift chairs to recliners with superior lumbar support, experience the Dankz difference and feel the comfort your body deserves.
• •Headline: The Art of Comfort, Mastered in WA. Body: For over five decades, our family has been dedicated to a single principle: true comfort. It's in the quality of our materials, the skill of our crafters, and the smile on your face when you find the perfect piece. Visit us in-store and feel the tradition.
• •Headline: Don't Just Furnish Your Home. Fill it with Comfort. Body: From our family to yours, we believe that home is a feeling. It’s the soft landing after a long day, the shared laughter on a plush modular, the quiet support of your favourite armchair. Discover "The Comfort of Home" at Dankz.