Brand Tone

aspirational, stylish, and informative

Brand Values

• •Quality and Design
• •Comfort and Well-being
• •Style and Inspiration
• •Modernity

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., "Inspiring," "Minimalist," "Warm," "Sophisticated," "Helpful") and, equally important, adjectives it is *not* (e.g., "Loud," "Technical," "Sloppy," "Overly-formal"). Provide examples of "do" and "don't" phrasing.
• •Focus on "Show, Don't Just Tell": Instead of saying "our products are high quality," describe the materials, craftsmanship, or design features that demonstrate quality. Let the product descriptions and imagery convey the style and benefits.
• •Understand Your Audience's Aspirations: Tailor language to resonate with individuals seeking a stylish, modern, and comfortable home. Use words and phrases that evoke positive emotions and the desired lifestyle (e.g., "sanctuary," "serene," "effortless style," "mindful design").
• •Maintain Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a TikTok video, or an email newsletter, the core tone should remain recognizable. Adapt the style slightly for the platform (e.g., more brevity on Twitter/TikTok) but ensure the underlying voice is consistent.
• •Use Storytelling (even in small ways): Briefly describe the inspiration behind a design, how a piece can solve a customer's problem, or the feeling it can create in a room. The "News" section on instinct-home.de already does this by framing product suggestions within a narrative (e.g., "It was on a rainy Sunday afternoon..."). This helps to connect with customers on an emotional level.

Social Perception

a source of stylish and desirable home goods

Copy Examples

• •Headline: Create Your Sanctuary: Discover Modern Living with Instinct Home. Body: Your home is more than just a space – it's a feeling. Explore our curated collection of Scandinavian-inspired furniture and accessories, designed to bring beauty, comfort, and a touch of mindful design to your everyday. Call to Action: Shop the Look.
• •Headline: Effortless Style, Enduring Quality. Body: At Instinct Home, we believe in pieces that are as timeless as they are beautiful. From statement sofas to the perfect finishing touches, find high-quality designs that speak to your personal style and elevate your space. Call to Action: Explore New Arrivals.
• •Headline: Inspired by Simplicity. Designed for Life. Body: Embrace the calm and clarity of Scandinavian design. Our latest collection focuses on clean lines, natural materials, and functional beauty to help you create a home that’s both inspiring and perfectly suited to your lifestyle. Call to Action: Discover the Collection.
• •Social Media Post (Image: Stylishly arranged coffee table): Caption: Sunday mornings, simplified. ✨ Our [Product Name] coffee table brings minimalist charm and effortless functionality to your living space. How do you style yours? #instincthome #scandiliving #coffeetabledecor #modernhome #homestyling Call to Action: Tap to shop!
• •Blog Post/Email Snippet Headline: 5 Ways to Bring Scandinavian Calm to Your Bedroom. Intro: Transform your bedroom into a serene retreat with these simple Scandinavian design principles. From calming color palettes to natural textures, discover how Instinct Home can help you craft a space that promotes rest and rejuvenation. Call to Action: Read More on the Blog.