Brand Tone

aspirational, serene, and friendly

Brand Values

• •Aesthetic & Design
• •Individuality & Personal Expression
• •Quality & Craftsmanship
• •Joy & Coziness (Hygge)

Best Practices

• •Create a "Word Bank": Develop a list of on-brand words (e.g., serene, curated, harmony, personal, mindful, simple, tactile) and off-brand words (e.g., cheap, crazy, sale, limited-time-only) to guide all copywriters.
• •Maintain a Consistent Visual & Textual Aesthetic: Every piece of copy should feel like it belongs with the visuals. Use a calm, clean, and uncluttered voice that matches the minimalist photography. Avoid overly complex sentences and jargon.
• •Engage, Don't Just Broadcast: Always write captions and posts with the goal of starting a conversation. Ask questions, solicit opinions, and encourage user-generated content by creating a branded hashtag (like #mikasuHOME).
• •Tell Micro-Stories: Instead of just listing product features, briefly explain the feeling or solution the product provides. "Create a cozy reading nook" is more effective than "Brown chair for sale."
• •Adapt the Tone to the Platform, Not the Core Values: The friendly, serene, and aspirational tone should remain consistent. However, the expression can be adapted: Instagram can be more polished and story-driven, while TikTok can be more playful, informal, and trend-focused, without sacrificing the core brand identity.

Social Perception

The public perceives MIKASU as a stylish, trustworthy, and inspiring online boutique for home décor enthusiasts. Customers see it as a go-to source for items that are not easily found in mass-market stores. The brand is viewed as having a strong, consistent aesthetic, making it a trusted curator of taste. The active and positive engagement on social media fosters a sense of community and makes the brand appear authentic and customer-focused.

Copy Examples

• •Simplicity is the ultimate sophistication. Our new Linea Vase brings a touch of serene, sculptural beauty to any corner. Where would you style yours? Let us know below! #mikasuHOME #scandistyle #minimaldecor
• •Your Home, Your Story. Discover unique pieces to reflect your style. Shop the new collection.
• •Crafted from solid acacia wood, this utensil set is designed not just for function, but for beauty. Warm, durable, and unique in grain, they turn everyday cooking into a simple pleasure. Bring natural harmony to your kitchen.
• •A little something to brighten your space ✨
• •Shelfie refresh! ✨ From cluttered to calm in 15 seconds. It’s all about mixing textures and heights. #shelfdecor #homestyling #decorhacks #mikasuDK