Brand Tone

Aspirational, comforting, and elegant; warm and inviting, emphasizing feelings of comfort, luxury, and tranquility. Slightly more energetic and persuasive on social media while maintaining core values.

Brand Values

• •Quality and Heritage
• •Comfort and Well-being
• •Elegance and Style
• •Customer-Centricity

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines the brand's personality traits (e.g., elegant, warm, aspirational), provides "we say this, not that" examples, and lists key messaging pillars to ensure everyone writing for the brand is aligned.
• •Focus on "Feeling" Over "Features": While mentioning quality materials is important, the copy should always lead with the feeling and experience the product provides—comfort, tranquility, luxury, and warmth.
• •Use Elegant and Evocative Language: Employ a rich vocabulary that reflects the brand's sophisticated and comforting nature. Words like "sanctuary," "embrace," "serenity," "plush," and "harmony" align better with the brand than purely functional terms.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the high-quality, serene, and stylish aesthetic of the product photography and videography. The words and visuals must tell the same story.
• •Adapt the Tone to the Platform, Not the Core Identity: While the tone on TikTok can be more energetic and trend-driven than on the official website, it should never lose its core elements of elegance and comfort. The platform dictates the format, but the brand's soul remains consistent.

Social Perception

Largely positive. Perceived as a provider of luxurious, high-quality, and desirable bedding that elevates the look and feel of a bedroom. Also seen as accessible due to wholesale and entrepreneurship opportunities.

Copy Examples

• •Headline: Your Sanctuary Awaits. Body: End your day wrapped in the elegance and unparalleled softness of our European-style comforters. At IQG HOME, we believe your bedroom should be your personal haven. Discover the perfect blend of style and comfort. #IQGHome #BedroomGoals #LuxuryBedding #HomeComfort
• •Headline: Elegance in Every Thread. Body: From classic solids to modern botanicals, find the design that speaks to your style. With 30 years of quality behind us, IQG HOME offers premium textiles to transform your space into a sanctuary of peace and beauty. Shop our collections now.
• •Headline: Warning: You'll never want to leave your bed. Overlay Text: That feeling when you upgrade to an IQG HOME blanket. ✨ Irresistibly soft, incredibly warm. Get yours before they sell out! Link in bio! #CozyVibes #BeddingUpgrade #TikTokMadeMeBuyIt #IQGHome
• •Headline: The Art of Resting, Redefined. Sub-headline: Experience a new level of comfort and sophistication with our exclusive collection of home textiles. Crafted with passion, designed for you.
• •Subject: A Touch of Luxury for Your Home. Body: Hello [Customer Name], imagine sinking into a bed that feels like a warm embrace. At IQG HOME, we turn that dream into a reality. Our latest collection of premium comforters and blankets is here to bring a new standard of comfort and elegance to your home. Explore new arrivals and rediscover the joy of a perfect night's sleep.