Brand Tone

Youthful and Trendy, Lifestyle-oriented, Local and Relatable (to the Icelandic market), Positive and Aspirational, Direct and Engaging (on social media)

Brand Values

• •Quality and Comfort
• •Improving Daily Life
• •Balance and Well-being
• •Style and Trend-consciousness
• •Community/Belonging (possibly)

Best Practices

• •Know Your Audience Deeply: Understand the language, aspirations, and platforms of your target demographic (especially Icelandic youth). Tailor messaging to resonate with their current trends and values.
• •Embrace Visual Storytelling: Continue leveraging platforms like Instagram and TikTok with high-quality, engaging visuals that showcase the lifestyle and feeling of the brand, not just the products. Let the copy complement the visuals.
• •Maintain an Authentic Icelandic Voice (where appropriate): While using English for broader reach, subtly weaving in Icelandic cultural relevance or sentiment can strengthen local connection. Ensure English copy also reflects the youthful, energetic, yet balanced brand personality.
• •Focus on "How it Feels": Beyond product features, emphasize the feeling the clothes provide – comfort, confidence, balance, trendiness. Use emotive language.
• •Stay Consistent Across Channels: Ensure that the tone used on TikTok aligns with Instagram, Facebook, and the website. While the specific content may vary, the underlying brand personality should remain recognizable and cohesive. This includes responding to comments and messages in a consistent voice.

Social Perception

Highly Popular, Especially with Youth, Trendy and Desirable, Successful Icelandic Brand, Potentially Subject to Scrutiny (as per RÚV.is)

Copy Examples

• •Instagram Post (Image: Young person laughing, wearing Metta Sport hoodie): Weekend vibes just hit different in Metta. ✨ Live your story, your way. #MettaSport #IcelandicStyle #ComfortEveryday
• •TikTok Video Teaser (Fast cuts of new collection items): 💥 DROPPING SOON 💥 Get ready to upgrade your look. The new Metta collection is almost here! 🔥 #MettaSport #NewCollection #MustHave #GymTok
• •Facebook Ad (Carousel of different activewear pieces): From your morning workout to your evening chill – Metta Sport moves with you. Discover quality Icelandic design for a life in balance. Shop now! #MettaLifestyle #ActiveWear #Iceland
• •Website Banner: Metta Sport: Feel Good, Look Good, Live Better. Your everyday essentials, designed in Iceland.
• •Product Description Snippet (for a pair of leggings): Unleash your confidence in our signature leggings. Crafted for ultimate comfort and standout style, they’re ready for your busiest days and your most relaxed moments. #MettaSport #LeggingLove #DailyBalance