Brand Tone

Aspirational, Curated, Appreciative of Craftsmanship & Quality, Conscious & Ethical, Inspiring & Inviting

Brand Values

• •Quality & Durability
• •Artisanship & Fair Trade
• •Sustainability
• •Design & Aesthetics
• •Accessibility/Value
• •Connection & Community
• •Customer Experience

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document Forom’s tone (aspirational, quality-conscious, ethical, inspiring) with clear examples of do's and don'ts. This guide should be accessible to everyone creating content, including customer service representatives.
• •Prioritize Transparency and Honesty: Especially in product descriptions, shipping information, and customer service interactions. Clearly communicate delivery processes and potential variations to manage expectations, addressing the negative feedback received. Avoid language that could be perceived as misleading.
• •Emphasize Storytelling Around Values: Consistently weave in narratives about craftsmanship, artisan partnerships, fair trade, and sustainability. This reinforces brand values and differentiates Forom. For example, feature artisan stories or the journey of a product.
• •Maintain Visual and Textual Cohesion: Ensure the aspirational and curated tone reflected in visuals on Instagram and Pinterest is consistently matched by the language used across all platforms, including customer service emails and website FAQs.
• •Actively Listen and Adapt: Monitor customer feedback (reviews, social media comments, customer service interactions) to identify any disconnects between the intended brand tone/values and customer perception. Use this feedback to refine communication strategies and address concerns proactively, ensuring the brand voice evolves to be genuinely helpful and trustworthy.

Social Perception

Generally perceived as a source for stylish, modern, and vintage-inspired home decor with an appealing aesthetic and a commitment to ethical sourcing. However, this positive perception is at risk due to inconsistencies in customer service and fulfillment, which have led to some strong negative feedback. The brand's reputation is somewhat polarized based on individual customer experiences.

Copy Examples

• •Headline: Forom: Where Timeless Design Meets Conscious Craft. Body: Discover handcrafted furniture and decor, thoughtfully sourced from global artisans. Create a home that tells your story with pieces designed to last. #ForomHome #SustainableStyle #ArtisanMade
• •Headline: Elevate Your Everyday. Body: Introducing our latest collection of vintage-inspired treasures. Each piece is chosen for its unique character and enduring quality, bringing warmth and modern functionality to your space. Explore now at foromshop.com. #ForomInspo #HomeDecor #TimelessTradition
• •Headline: Crafted with Care, Curated for You. Body: At Forom, we believe in beauty that endures and practices that empower. Our furniture is made with high-quality, sustainable materials by skilled artisans we’re proud to partner with. Fair trade, exceptional design. #ForomValues #EthicalHome #QualityFurniture
• •Headline: Inspired by History, Designed for Today. Body: Like the marketplaces of old, Forom brings together unique designs from around the world. Find statement pieces that blend ancient forms with contemporary comfort, creating a haven in your home. Visit our Brooklyn showroom or shop online. #ForomDesign #ModernVintage #CuratedLiving
• •Headline: Your Dream Home, Sustainably Realized. Body: Choose decor that’s not only beautiful but also kind to the planet. Our commitment to durable, natural materials means your Forom pieces are an investment in lasting style and a greener future. #ForomSustainable #EcoChic #ConsciousLiving