Brand Tone

Comforting and Reassuring, Accessible and Friendly, Stylish and Aspirational (yet attainable), Trustworthy and Quality-Focused, Slightly Playful/Creative

Brand Values

• •Comfort
• •Quality
• •Affordability/Value
• •Style and Design
• •Customer Satisfaction
• •Innovation

Best Practices

• •Emphasize Sensory Language: Use words that evoke softness, comfort, peace, and visual appeal (e.g., silky smooth, gentle touch, vibrant hues, cozy embrace). This aligns with the core offering of bedding.
• •Balance Aspiration with Accessibility: Showcase stylish living but always tie it back to the attainability and value Mildly offers. Avoid overly exclusive or technical jargon.
• •Incorporate Soul and Feeling: Weave in the brand's unique philosophy of every design has its soul and the think less, feel more mantra where appropriate to reinforce brand identity.
• •Maintain a Positive and Reassuring Voice: Focus on the benefits of good sleep, a comfortable home, and the peace of mind that comes with quality, safe (OEKO-TEX certified) products.
• •Develop a Do's and Don'ts List: Create internal guidelines with examples of on-brand and off-brand phrasing to ensure consistency across all writers and platforms. For instance, DO: Use warm, inviting language. DON'T: Use overly formal or clinical descriptions.

Social Perception

Positive for Comfort and Softness, Appreciated for Design and Aesthetics, Seen as Good Value, Trusted for Practical Features, Generally Reliable

Copy Examples

• •Headline: Drift into Dreamland: Mildly - Where Comfort Meets Style, Gently. Body: Tired of choosing between beautiful design and blissful comfort? At Mildly, we believe you deserve both. Our OEKO-TEX certified bedding is crafted with the softest materials and unique, soulful designs to transform your bedroom into a sanctuary, without the premium price tag. Feel the Mildly difference.
• •Social Media Post (Image: A beautifully made bed with Mildly bedding, sunlight streaming in): Wake up wonderful. ✨ Our [Product Name, e.g., Selma Egyptian Cotton Duvet Set] isn't just bedding; it's an invitation to start and end your day wrapped in pure comfort and style. Crafted with care, designed with passion. What's your bedroom's soul saying? #MildlyHome #ComfortAndStyle #DreamBed #AffordableLuxury #OEKO TEX
• •Product Description Snippet (for a botanical print): Let nature nurture your sleep. Our [Product Name] duvet cover, featuring an original [e.g., hand-painted botanical] design, brings the tranquility of the outdoors in. Made from 100% breathable [Material, e.g., Washed Cotton], it’s Oeko-Tex certified, so you can rest easy knowing it’s kind to your skin and the planet. Think less, feel more comfort awaits.
• •Email Subject Line: Your Bedroom Deserves a Mildly Touch (Sweet Dreams Start Here!) Email Body Snippet: At Mildly, we're passionate about making high-quality, beautifully designed bedding accessible to everyone. Discover our latest collection of [mention new arrivals or popular items] and experience how easy it is to create a space that truly feels like home – a haven of comfort and style.
• •Brand Story Snippet (for website or social media): From our family to yours, Mildly was born from a simple dream: to bring more joy and happiness into homes through beautiful, comforting textiles that don't cost the earth. Every stitch, every pattern, every fiber is chosen with the belief that your home should be the place you think less and feel more.