Brand Tone

Practical & Informative, Value-Driven & Promotional, Enthusiastic & Accessible, Confident & Reliable

Brand Values

• •Affordability
• •Quality
• •Accessibility
• •Customer Focus
• •Practicality & Functionality
• •Value for Money

Best Practices

• •Always Emphasize Value: Whether it's price, quality, or the combination of both, the affordable quality message should be a consistent thread. Use phrases like "достъпно качество" (affordable quality), "професионални инструменти, достъпни за всеки" (professional tools, accessible for everyone), "умно решение" (smart solution).
• •Speak the Customer's Language (Literally and Figuratively): Continue using Bulgarian consistently and clearly. Understand the needs of both DIY enthusiasts (simpler explanations, project ideas) and professionals (technical specifications, durability). Be relatable and avoid overly technical jargon where inappropriate.
• •Be Enthusiastic and Solution-Oriented: Frame products as solutions to problems or enablers of projects. Maintain a positive and encouraging tone, especially on social media, to inspire action and creativity.
• •Show, Don't Just Tell: Use visuals (photos, videos of tools in action) to support the copy. Testimonials or user-generated content can powerfully reinforce the brand's claims of quality and practicality.
• •Maintain Clarity and Honesty: While promotional, avoid hype or making claims that cannot be substantiated. The perception of INGCO is built on being a reliable, good-value alternative. Transparency about what the tools offer for their price point will maintain trust. Clearly state warranty terms and service availability.

Social Perception

Good Value Brand, DIY-Friendly and Semi-Professional, Growing & Expanding, Reliable Importer/Distributor (INGCO Bulgaria), Chinese Brand with Global Reach

Copy Examples

• •Facebook/Instagram Ad (Focus: Value & New Arrival): Image/Video: Dynamic shot of a new brushless drill in action. Text: "НОВО от INGCO! 💨 Пробивай, завинтвай, твори с нашата нова безчеткова бормашина! 💪 Професионална мощност, която няма да разбие бюджета ти. Вземи своята сега на ingco.bg – защото качествените инструменти трябва да са достъпни за ВСЕКИ! #IngcoBulgaria #НовПродукт #Инструменти #DIY #ПрофесионалниИнструменти #ДостъпниЦени"
• •Website Banner (Focus: Promotion & Reliability): Headline: "Голямата Пролетна Разпродажба на INGCO е Тук! 🌷" Sub-headline: "До -30% на избрани електроинструменти и ръчни инструменти. Пазарувай умно, работи качествено. 3 години гаранция и бърз сервиз! Офертата важи до [Date]."
• •YouTube Video Title & Description Snippet (Focus: Practicality & How-To): Title: "INGCO Наръчник: Как Лесно да Смениш Диска на Циркуляр (Модел XYZ)" Description Snippet: "...В това видео ти показваме стъпка по стъпка как бързо и безопасно да смениш диска на твоя циркуляр INGCO. Перфектно за домашни майстори и професионалисти! Намери всички нужни консумативи на ingco.bg. #IngcoTips #НаправиСам #ИнструментиIngco"
• •Email Marketing Subject Line & Snippet (Focus: Exclusivity for Loyal Customers): Subject: "Специално за теб, лоялен клиенте на INGCO! 🛠️" Snippet: "Здравей [Customer Name], като част от нашето INGCO семейство, ти даваме -15% отстъпка на следващата ти поръчка над 100 лв. Твоята работилница заслужава най-доброто, на цени, които обичаш! Код: LOYAL15"
• •Blog Post/Social Media Story Series (Focus: Problem/Solution & Versatility): Title: "От Разруха до Ремонт: Твоят INGCO Помощник за Всеки Проект!" Content Idea: A series showcasing different common home repair/DIY scenarios (e.g., hanging shelves, assembling furniture, minor plumbing fixes, garden work) and which INGCO tool is perfect for the job, emphasizing ease of use and achieving professional results affordably. Each story could link to the specific product.