Brand Tone

Aspirational yet Accessible, Confident & Passionate, Transparent & Authentic, Modern & Sophisticated, Customer-Centric & Friendly

Brand Values

• •Quality Craftsmanship & Durability
• •Timeless Design
• •Customer Satisfaction & Trust
• •Sustainability
• •Comfort & Functionality
• •Innovation

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., aspirational, authentic, sophisticated, friendly), provide examples of "do's and don'ts," and list preferred terminology or phrases that reflect your values (e.g., "heirloom quality," "everyday adventures," "mindful sustainability").
• •Prioritize Clarity and Simplicity, Infused with Personality: While the design is sophisticated, the language should be clear and easy to understand. Avoid overly technical jargon. Let the passion for design and quality shine through with descriptive, evocative language. For example, instead of just "durable fabric," use "fabrics treated to resist spills" or "FIQA material which makes them kid and pet friendly."
• •Tell Your Story Consistently: Weave in elements of the brand's origin, the founders' passion, and core values like sustainability and customer focus across all platforms. This builds authenticity and connection.
• •Speak Directly to Your Audience's Aspirations and Needs: Acknowledge their desire for a beautiful, modern home but also address practical needs like comfort, durability, and ease of care (e.g., washable covers). Use "you" and "your" to make the copy feel personal.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visual style of your photography and website design. If the visuals are clean, modern, and high-quality, the copy should reflect that same level of polish and sophistication.

Social Perception

Positive Reputation, Excellent Customer Service, High-Quality, Stylish Furniture, Worth the Investment, Trustworthy Brand

Copy Examples

• •Headline (Website Banner): Modern Living, Built to Last. Discover furniture designed for your everyday adventures. Body: At Denver Modern, we believe your home should be a haven of style and comfort. That's why we meticulously craft each piece with timeless design and heirloom quality, ensuring it’s not just beautiful, but beautifully livable. Explore collections made for real life.
• •Instagram Post (Showcasing Vail Lounge Chair): Sink into the Vail Chair – where sophisticated design meets sink-right-in comfort. We obsessed over every detail, from the sustainable materials to the supportive cushions, so you can simply enjoy. #MyDenverModern #ModernHome #InteriorDesign
• •Product Description Snippet (for a dining table): Gather around more than just a table; gather around a centerpiece of your home. Our [Table Name] dining table combines robust, hand-selected wood with clean, modern lines, promising durability for countless family dinners and a style that never fades. Because good design is meant to be shared.
• •Email Subject Line (for a new collection): Introducing [New Collection]: Modern Design, Crafted for Life. Email Body Snippet: You asked, we listened. Our new [New Collection] is here, blending the signature Denver Modern aesthetic with innovative, family-friendly materials. Discover pieces that are as resilient as they are refined, designed to elevate your space and simplify your life. See the collection that’s already creating buzz.
• •About Us Snippet (Social Media): From a dream of making beautiful, quality furniture accessible, Denver Modern was born. We’re Donnie and Lindsey, and we’re passionate about creating designs that are timeless, comfortable, and built with integrity—right down to our eco-friendly choices. Join our community and experience the Denver Modern difference.