Brand Tone

approachable, helpful, and quality-focused

Brand Values

• •Quality
• •Customer Satisfaction/Trust
• •Integrity
• •Making Life More Enjoyable
• •Innovation/Smart Design

Best Practices

• •Develop a Brand Voice Guide: Document your brand's tone, personality traits, 'words we use,' and 'words we avoid.' Share this with anyone creating content.
• •Focus on Customer Benefits: Frame product features around how they solve a customer's problem or make their life better, using helpful and empathetic language.
• •Be Authentic and Transparent: Speak honestly about your products and company values. If issues arise, address them openly and with a commitment to resolution. This builds trust.
• •Maintain Consistency Across All Channels: Whether it's website copy, social media posts, email marketing, or customer service interactions, the tone should feel like it's coming from the same brand personality.
• •Listen and Adapt (Slightly): While maintaining core consistency, pay attention to how your audience communicates on different platforms and adapt your tone slightly to fit the context (e.g., slightly more casual on Instagram vs. more informative on a blog post) without losing your core identity.

Social Perception

Customers generally perceive Newair products as stylish and fitting for modern homes, particularly appreciating the compact nature of the appliances. There's an appreciation for the range of products offered, especially in beverage cooling and ice making. Responsiveness of customer service is a frequently noted positive, even when product issues arise. Some customers have raised concerns about the longevity or consistent performance of certain products, which is a common challenge in the appliance industry. The Luma Comfort brand, as part of Newair, is associated with products like evaporative coolers and ice makers, with reviews often focusing on performance and ease of use.

Copy Examples

• •Headline: Keep Your Cool, All Year Round. Body: Discover Newair's range of compact and efficient portable air conditioners. Perfect for any room, easy to set up, and designed to make your space comfortable. Quality you can feel.
• •Headline: The Perfect Chill for Your Favorite Drinks. Body: From crisp whites to craft beers, our beverage coolers ensure every sip is just right. Explore stylish designs and smart features built for your lifestyle. Trust Newair for reliable refreshment.
• •Headline: Effortless Ice, Anytime You Need It. Body: Say goodbye to ice trays! Newair and Luma Comfort ice makers deliver fresh ice fast. Compact, convenient, and ready for your next gathering. We're here to make life a little easier.
• •Headline: Designed for Your Home, Built for Your Life. Body: At Newair, we believe quality appliances should fit seamlessly into your everyday. That’s why we focus on smart design and lasting performance. Have a question? Our friendly support team is always here to help.
• •Headline: Elevate Your Entertaining with Luma Comfort. Body: Impress your guests with crystal-clear ice from our Luma Comfort ice makers or perfectly chilled wine from our Newair coolers. Quality appliances that help you create memorable moments.