Brand Tone

Sophisticated & Aspirational, Expert & Informative, Customer-Centric & Helpful, Passionate & Proud

Brand Values

• •Quality & Craftsmanship
• •Design Excellence
• •Customer Focus & Personalization
• •Australian Made/Owned
• •Sustainability (implied)

Best Practices

• •Emphasize Quality and Craftsmanship Consistently: Use descriptive language that highlights the superior materials, artisanal skills, and lasting value of the products. Words like "handcrafted," "premium," "expertly selected," "fine," and "durable" should be common.
• •Maintain a Sophisticated and Aspirational Voice: Ensure all copy, from website descriptions to social media captions, is well-written, grammatically correct, and uses a slightly elevated vocabulary that appeals to a discerning customer base. Avoid overly casual slang or overly technical jargon unless clearly explained.
• •Showcase Expertise with Confidence, Not Arrogance: Share knowledge about design principles, material provenance, and the benefits of customisation in a helpful, informative way. Position the brand as a trusted advisor.
• •Personalize and Connect: Where appropriate, address the customer directly ("your home," "your vision"). Highlight the collaborative process of custom design and the personalized service offered, making customers feel valued and understood.
• •Visual and Textual Harmony: Ensure the tone of the copy always aligns with the high-quality, stylish imagery used across all platforms. The words should enhance the visual story, and vice-versa, creating a cohesive and premium brand experience.

Social Perception

High-End Retailer, Established & Reputable, Go-To for Customisation, Mixed Online Service Reviews

Copy Examples

• •Headline: Your Home. Your Story. Expertly Crafted. Body: At The Inside Story, we believe your space should be a true reflection of you. For over 20 years, our passion for design and quality craftsmanship has helped Australians transform houses into homes. Discover our curated collections or co-create a bespoke piece with our in-house designers. Let's bring your vision to life.
• •Headline: Beyond Furniture. Beyond Expectations. Body: Experience the Inside Story difference. From sustainably sourced timbers for our handcrafted sofas to the finest European fabrics in our extensive library, quality is at the heart of everything we do. Visit our Canberra showroom and let our experts guide you.
• •Headline: The Art of Living, Beautifully Designed. Body: Elevate your everyday with pieces that blend contemporary style with timeless appeal. The Inside Story offers a curated selection of designer furniture, lighting, and homewares, plus custom joinery and reupholstery services to perfect every detail. Your journey to a more beautiful home starts here.
• •Headline: Australian Owned. Globally Inspired. Locally Crafted. Body: Proudly Australian, The Inside Story brings you the best in local and international design. Our Fyshwick workshop handcrafts exceptional custom furniture, supporting Australian artisans and ensuring unparalleled quality for your home.
• •Headline: Reimagine. Revive. Relove. Body: Breathe new life into cherished pieces with The Inside Story’s expert reupholstery service. Our skilled craftspeople and vast textile library offer endless possibilities to transform your furniture, preserving its story while updating its style. Create something uniquely yours, again.