Brand Tone

Aspirational & Design-Forward, Approachable & Attainable, Confident & Expert, Engaging & Creative

Brand Values

• •Design Excellence & Curation
• •Quality & Craftsmanship
• •Customer Experience
• •Attainability/Value
• •Community & Collaboration
• •Creativity

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Clearly define the brand's personality, a "we are/we are not" list, key messaging points, and preferred vocabulary. Ensure this guide is accessible to everyone creating content.
• •Prioritize "Approachable Sophistication": Balance high-design language with clarity and warmth. Avoid overly academic or exclusionary jargon. The goal is to be an inspiring expert, not an intimidating one.
• •Showcase, Don't Just Tell, Values: Instead of merely stating "quality," describe the materials, craftsmanship, or design thinking. For "customer experience," share testimonials (once consistently positive) or highlight service features.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the photography, videography, and graphic design. Clean, modern, and aspirational visuals should complement the written content. The imagery on platforms like Instagram and Pinterest already aligns well with a design-forward tone.
• •Listen and Adapt (Critically): Monitor customer feedback, reviews, and social media comments to understand how the brand's tone is perceived. While maintaining core values, be open to refining language to address confusion or better resonate with the target audience, especially in areas like product quality and service expectations. Address negative feedback with a tone that is empathetic, professional, and solution-oriented.

Social Perception

Industry West is perceived as a source for trend-forward, modern furniture with unique designs. However, there's a discernible gap between the brand's aspirational messaging and the actual experience for some customers, particularly regarding post-purchase support and consistent product quality.

Copy Examples

• •Headline (Website/Social Media): "Beyond the Trend. Discover Enduring Style. Industry West: Where curated design meets modern living."
• •Product Description Snippet (Chair): "The [Chair Name]: More than just a seat, it's a statement. Artisan-crafted with [Material] and a bold silhouette, it’s designed for inspired spaces and everyday life. Making exceptional design approachable."
• •Email Subject Line (Sale): "Good Design is Now Within Reach: Your Exclusive Access to Our Curated Sale."
• •Social Media Post (Lifestyle): "Crafting spaces that tell your story. Our latest collection blends timeless form with modern function, because beautiful design should feel good and make you happy to be where you are. #IndustryWest #ModernLiving #DesignInspiration"
• •Trade Program Copy: "Partner with Industry West: Elevate your projects with curated, high-design furniture built for lasting appeal. We provide dedicated support and a sophisticated range to bring your vision to life."