Brand Tone

Enthusiastic, Passionate, Friendly, Approachable, Convenient, Reassuring, Playful, Fun, Quality-Focused, Authentic

Brand Values

• •Authenticity & Quality: Bringing authentic Chinese cuisine to every household with high-quality ingredients. They aim to provide a superior alternative to mass-produced supermarket dim sum.
• •Convenience & Accessibility: Making the dim sum experience easy and enjoyable at home is paramount. They take all the hard work out but leave all the fun in.
• •Experience & Sharing: Dim sum is positioned not just as food, but as a joyful, shareable experience, similar to Spanish tapas, for friends and family.
• •Sustainability: The use of biodegradable steamers and a conscious effort towards recyclable or biodegradable packaging demonstrates a commitment to environmental responsibility.
• •Innovation: The development of a delivery service for freshly frozen dim sum with a unique biodegradable steamer showcases their innovative approach to making quality dim sum widely available.

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., Enthusiastic, Friendly, Playful, Reassuring, Quality-Focused), provides examples of "do's and don'ts" for language, and lists key brand messages and values (Authenticity, Convenience, Experience, Sustainability, Innovation). This ensures anyone writing copy understands the desired voice.
• •Use "You" and "We" Consistently: Address the customer directly using "you" to make the copy feel personal and engaging. Use "we" to represent the brand, especially when sharing the founders' passion or the company's mission, reinforcing the friendly, founder-led feel.
• •Incorporate Playful and Enthusiastic Language (Authentically): Don't be afraid to use lighthearted phrases, exclamation points (where appropriate), and words that convey excitement about the product (e.g., "feast," "delight," "joy," "sensational"). Ensure it aligns with the context and doesn't feel forced. The name "Ding Dong Dim Sum" itself sets a playful precedent.
• •Highlight Key Values in Messaging: Regularly weave brand values into the copy. For instance, mention the "biodegradable steamer" when talking about convenience and the environment, or the "restaurant-quality" ingredients when discussing taste. This reinforces what the brand stands for.
• •Review and Edit for Tone: Before publishing any copy, review it specifically for tone consistency. Ask: Does this sound like Ding Dong Dim Sum? Is it friendly, enthusiastic, and clear? Does it reflect our passion for quality and convenience? Having a second person review can also help catch inconsistencies.

Social Perception

Highly Positive, Innovative & Convenient, A Treat Worth the Price, Reliable & Good Service, Engaging & Fun

Copy Examples

• •Headline: Ding Dong! Your Dim Sum Feast Has Arrived! Body: Tired of bland takeaways? Unbox a world of flavour with our authentic, restaurant-quality dim sum. Ready in minutes, fun to share (or not!). Includes our amazing biodegradable steamer! Order your box of joy today. #DingDongDimSum #DateNightIn #EasyFeast
• •Headline: Real Dim Sum. Real Easy. Real Good. Body: Forget the fuss, keep the flavour! Our frozen dim sum kits bring the authentic taste of your favourite Chinese dishes straight to your kitchen. From fluffy Char Siu Buns to perfectly pleated Gyoza, we deliver happiness, one bamboo steamer at a time. What are you waiting for, Hungry Dumpling? #DimSumAtHome #ConvenientCuisine #QualityYouCanTaste
• •Headline: Make Tonight a Ding Dong Delight! Body: Why go out when staying in tastes this good? Our dim sum boxes are packed with everything you need for an unforgettable meal – delicious dumplings, savoury buns, tasty dips, and our planet-friendly steamer. Perfect for celebrations, a cozy night in, or just because! #StayInAndFeast #EcoFriendlyEating #DimSumLove
• •Headline: Authentic Flavours, Delivered to Your Doorstep. Effortlessly. Body: We're Tom and Maya, and we started Ding Dong Dim Sum because we believe everyone deserves incredible dim sum at home. We’ve packed all the authentic taste and quality you’d expect from a top restaurant into one easy kit. Ready to turn your kitchen into the hottest dim sum spot in town? #FoundersStory #AuthenticDimSum #DinnerMadeEasy
• •Headline: So Long, Soggy Takeaway! Hello, Sensational Steamed Dim Sum! Body: Experience dim sum as it’s meant to be: fresh, flavourful, and perfectly steamed in your own kitchen. Our biodegradable steamer makes it foolproof! Choose your favourite box – from vegan delights to meaty marvels – and get ready for a taste adventure. #NoMoreSoggyBottoms #SteamedPerfection #DingDongDinner