Brand Tone

Innovative and Tech-Forward, Problem-Solving and Convenient, Confident and Authoritative, Approachable and User-Friendly (aspirational), Relatable (in newer campaigns)

Brand Values

• •Innovation
• •Empowerment
• •Customer Focus/Centricity
• •Quality and Reliability
• •Making Life Better/Easier
• •Sustainability & Social Responsibility (Corporate Level)

Best Practices

• •Lead with Innovation, Support with Simplicity: Always highlight the advanced technology and smart features that set iRobot apart, but explain their benefits in simple, user-focused terms. Avoid overly technical jargon unless clearly defined.
• •Focus on Empowerment and Convenience: Frame the product benefits around saving time, reducing effort, and enabling customers to do more of what they enjoy. The copy should convey a sense of freedom from a tedious chore.
• •Maintain a Confident, Expert Voice: As a category leader, the tone should be assured and knowledgeable. Use strong verbs and clear statements about product capabilities and the brand's expertise.
• •Be Relatable but Aspirational: Acknowledge the everyday cleaning challenges customers face (pets, kids, busy schedules) while positioning iRobot as the intelligent solution that elevates their home environment.
• •Ensure Clarity and Accuracy: Given the technological nature of the products and the investment customers make, all claims about features and performance must be accurate and easy to understand. Back up 'smart' with tangible examples of what the robot can do.

Social Perception

Generally Positive but with Reservations, High Price Point, Mixed Performance/Reliability Issues, Appreciation for Smart Features, Customer Service Concerns, Seen as an Investment

Copy Examples

• •Headline: Reclaim Your Weekends. Let Roomba Handle the Floors. Body: Tired of dedicating your precious free time to vacuuming? The new Roomba® j7+ with iRobot OS intelligence learns your home and your habits, proactively cleaning messes so you don't have to. Spend less time cleaning, more time living. It's not just smart, it's iRobot smart. (Tone: Problem-Solving, Convenient, Innovative)
• •Headline: Pet Hair? Spilled Cereal? Bring It On. Roomba®. Made for This. Body: Life's messy, but your floors don't have to be. Our most powerful Roomba® vacuums are engineered with advanced suction and smart navigation to tackle everything from stubborn pet hair to unexpected spills. Effortless cleaning for real life. (Tone: Confident, Relatable, Problem-Solving)
• •Headline: The Future of Clean is Here. And It Knows Your Home. Body: Experience the next evolution in home cleaning. With Imprint® Smart Mapping and advanced object detection, iRobot vacuums and mops navigate your home with precision, cleaning where you want, when you want. Welcome to a smarter, cleaner home. (Tone: Innovative, Tech-Forward, Confident)
• •Headline: More Than 30 Years of Innovation. Millions of Cleaner Homes. Body: When you choose iRobot, you're choosing the pioneer of robotic cleaning. Our commitment to quality, innovation, and empowering you to do more is built into every robot we design. Trust the experts to keep your home pristine. (Tone: Authoritative, Confident, Quality-focused)
• •Headline: Simply Smart Cleaning. Designed for Your Life. Body: Just schedule a clean with the iRobot Home App or ask your voice assistant, and let your Roomba® or Braava® get to work. Our intuitive technology is designed to fit seamlessly into your busy life, giving you one less thing to worry about. (Tone: Approachable, Convenient, User-Friendly)