Tono de Marca

Authentic, Nostalgic, and Proud

Valores de Marca

• •Heritage
• •Family
• •Authenticity
• •Accessibility

Mejores Prácticas

• •Lead with Heritage: Always anchor the brand's message in its Guatemalan and Latino roots. Whether promoting a t-shirt or a sale, connect it back to the core story of family, pride, and authenticity.
• •Use Inclusive, Familial Language: Employ terms like "Familia," "our," and "we" to foster a sense of community and belonging. The copy should feel like an invitation to join a shared cultural experience, not just a transaction.
• •Bridge Nostalgia with Modern Style: The copy should balance nostalgic themes (like traditional foods) with a contemporary, streetwear aesthetic. This appeals to a younger generation that wants to connect with their heritage while staying fashion-forward.
• •Emphasize "Designed in Guatemala": This phrase is a powerful differentiator and should be used consistently across the website, product descriptions, and social media bios. It reinforces authenticity and a unique value proposition.
• •Address the Perception Gap: While not direct copywriting, the brand must use its communication channels to rebuild trust. This means creating transparent copy around shipping and return policies, actively engaging with customer comments (both positive and negative) in a helpful tone, and ensuring marketing claims align with the actual customer service experience. Ignoring the negative perception will undermine even the best copywriting efforts.

Percepción Social

The social perception is sharply divided: a positive segment values affordable, stylish clothing with strong cultural identity, while a significant negative perception exists due to poor customer service, difficult returns, and claims of scamming, leading to untrustworthiness.

Ejemplos de Copy

• •Instagram Post (Image of a person wearing a 'Food and Family' t-shirt): Headline: Wear Your Story. Body: It's more than a t-shirt, it's a piece of home. Our 'Food and Family' collection, designed in Guatemala, brings a taste of nostalgia to your wardrobe. Tap to shop the collection. #DisfoShop #LatinoHeritage #DesignedInGuatemala
• •TikTok Video (Fast-paced clips of different people styling Disfo jackets): On-screen text: How our familia styles the Vintage Vibes Jacket. Caption: Designed in Guate, styled by you. Show us how you wear your roots. 🔥 #DisfoStyle #StreetwearLatino #FamilyOwned
• •Website Banner (Homepage): Headline: From Our Home to Yours. Sub-headline: Proudly designed in Guatemala. Discover clothing that celebrates our shared identity and journey.
• •Email Marketing (Subject Line: A Story in Every Stitch): Body: Hi [Customer Name], At Disfo, we're a family-owned brand born from an immigrant's journey. Each piece we create is a tribute to the Latino heritage that connects us all. Explore our latest arrivals and wear a piece of our story.
• •Facebook Ad (Carousel format showing various products): Headline: Authenticity Never Goes Out of Style. Body: Find your new favorite jacket, jeans, or premium tee in our collection. Responsibly built, inspired by our roots, and made for your journey. Shop now and get 10% off your first order.