Brand Tone

Sophisticated, Aspirational, and Knowledgeable

Brand Values

• •Quality and Craftsmanship
• •Timeless Design
• •Australian Made and Supported
• •Personalized Service
• •Sustainability

Best Practices

• •Lead with a "Why": Always start with the purpose behind the piece—whether it's craftsmanship, timeless design, or creating a specific feeling. This elevates the copy beyond a simple product description.
• •Use Refined, Evocative Language: Employ words like "curated," "handcrafted," "timeless," "bespoke," and "understated elegance" to reinforce the brand's premium positioning. Avoid slang, overly casual phrases, or aggressive sales language.
• •Tell the Story of the Material: Highlight the origin and quality of the materials used, such as "sustainably sourced timber" or "premium upholstery from our in-house textile library," to underscore the brand's commitment to quality.
• •Maintain a Consistent Voice Across All Channels: Whether writing a detailed blog post or a short Instagram caption, the knowledgeable, sophisticated, and helpful tone should be unmistakable. Responses to customer comments and reviews should also reflect this professional warmth.
• •Focus on "Investment," Not "Expense": Frame the purchase as a long-term investment in quality and style. Emphasize durability, timelessness, and the value of owning a well-made piece, justifying the premium price point without explicitly mentioning it.

Social Perception

The public and its customers perceive Inside Story Australia as a premier destination in Canberra for high-quality, designer furniture. It is seen as a reliable source for investment pieces and professional interior design advice. The perception is that of a luxury brand where quality justifies the price point. Positive reviews frequently mention the helpfulness of the staff and the durability and beauty of the products. The brand is considered a leader in its local market for those seeking unique and well-made home furnishings.

Copy Examples

• •Crafted for connection. Our signature sofas, made-to-order right here in our Fyshwick workshop, are more than just furniture—they are the centerpiece of your home's story. From the sustainably sourced frame to the final hand-stitched detail, every element is chosen by you, for you. Begin your design journey with us.
• •Your Vision, Beautifully Realised. Overwhelmed by choice? Let our in-house design team guide you. At Inside Story, we translate your ideas into timeless, cohesive spaces that reflect your lifestyle. Book a complimentary consultation and discover the art of intentional living.
• •Timeless by Design. Australian by Craft. Explore collections built to last a lifetime.
• •Host moments to remember around the Clifton dining table. Forged from sustainably sourced solid Australian oak, its minimalist profile and robust construction offer a foundation of understated elegance for any dining space. A testament to timeless design and superior craftsmanship, the Clifton is not just a table, but an heirloom in the making.
• •Inside: New Season Arrivals + The Art of Layering