Brand Tone

Confident & Assuring, Modern & Stylish, Customer-Centric & Supportive, Aspirational & Quality-Driven, Ethical & Responsible, Enthusiastic & Collaborative

Brand Values

• •Quality & Durability
• •Style & Modernity
• •Customer Satisfaction
• •Accessibility & Value
• •Innovation
• •Integrity & Trust
• •Responsibility
• •Partnership & Community

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., confident, modern, supportive), along with do's and don'ts, and provide clear examples. This ensures everyone writing for the brand is aligned.
• •Emphasize Benefits with Confidence: Instead of just listing features, explain how they benefit the modern traveler, using strong, assured language. For example, "Our 100% virgin Makrolon® polycarbonate shell means your belongings stay protected, no matter the journey."
• •Use Stylish and Evocative Language: Choose words that reflect the modern, sophisticated aesthetic of the brand. Incorporate travel-related imagery and aspirational phrasing that resonates with a desire for smooth and stylish journeys.
• •Maintain Customer-Centric Language: Always address the customer's needs, aspirations, and potential concerns. Phrases like "We understand..." or "We're here for you..." reinforce the supportive aspect of the brand. Highlight the 24/7 customer service and trial periods.
• •Ensure Consistency Across All Channels: Whether it's a social media post, website copy, or customer service interaction, the tone should remain consistent. Regularly review content across platforms to ensure it aligns with the established brand voice. This includes visual consistency that complements the written tone.

Social Perception

Emerging but Strong Contender, Associated with Quality and Style, Innovative in Retail, Trustworthy, Globally Minded with Local Relevance

Copy Examples

• •Headline: Your Journey, Elevated. Your Style, Seamless. Body: Don't just travel. Depart in style. Our meticulously crafted luggage isn't just about carrying your essentials; it's about complementing your every move with modern design and unwavering durability. Experience the Departure difference. #BuiltForNow #DesignToLast
• •Headline: Travel Further, Worry Less. With Our 100-Day Free Trial. Body: We're so confident in the superior quality and performance of Departure luggage that we invite you to experience it risk-free for 100 days. Feel the difference world-class materials and thoughtful design make on your adventures. Your perfect travel companion awaits. #DepartureThailand #SmoothTravel
• •Headline: The Official Luggage of Champions. And Discerning Travelers Like You. Body: Chosen by Team Thailand for the Paris 2024 Olympics, Departure luggage is engineered for excellence. From robust shells to silent-glide wheels, every detail is designed for a premium travel experience. Travel like a champion. #TeamThailand #OlympicStandard #DepartureLuggage
• •Headline: Style That Speaks Volumes. Durability That Endures Miles. Body: Departure luggage: where cutting-edge design meets road-tested resilience. Make a statement wherever you go, knowing your belongings are protected by innovative materials and exceptional craftsmanship. Explore the world, effortlessly. #ModernTraveller #LuggageGoals
• •Headline: Beyond the Destination: It's How You Arrive. Body: At Departure, we believe your luggage is an integral part of your journey – an extension of your taste and a testament to your adventures. Discover our collection and redefine your travel experience with unmatched style and functionality. #DepartureTH #TravelInStyle