Brand Tone

Sincere and Purposeful, Empathetic and Understanding, Aspirational and Community-Oriented, Elegant and Dignified, Faith-Centered.

Brand Values

• •Quality and Excellence
• •Modesty and Dignity
• •Community and Support (Ummah)
• •Purpose and Intention
• •Authenticity
• •Accessibility/One-Stop Solution

Best Practices

• •Anchor in 'Why': Always circle back to the brand's origin story and core mission – serving the Muslim community with intentional, quality products rooted in faith.
• •Use Keywords of Faith and Value Respectfully: Incorporate terms like 'imaan,' 'Sunnah,' 'halal,' 'modesty,' 'ummah,' 'intention,' 'barakah,' 'dignity' naturally where appropriate, ensuring understanding and resonance with the target audience.
• •Use 'we' to connect with customers on shared values and experiences (e.g., 'Like you, we sought...').
• •The language should feel refined and thoughtful.
• •Emphasize Purpose and Benefit Beyond the Product: Connect products to a deeper sense of purpose, lifestyle, or spiritual benefit (e.g., how a prayer mat enhances khushoo', or how modest fashion enables confident expression of identity).

Social Perception

Trusted, high-quality, and intentional home for modern Muslims.

Copy Examples

• •Designed with intention, made with love, built with sincerity, and rooted in the beauty of Islam.
• •We understand the challenges in finding suitable products that align with our values. That's why we created Muminun.
• •Muminun: Your trusted home for modern Muslims, supporting Muslim-owned businesses and fostering shared success.
• •Discover modest wear that feels dignified and elegant, reflecting your faith and style.
• •Shop with confidence, comfort, and purpose, knowing that our products are curated to align with Islamic principles and lifestyle.