Brand Tone

Reliable, Experienced, Practical, Quality-Driven

Brand Values

• •Quality & Durability
• •Functionality & Practicality
• •Customer Satisfaction & Trust
• •Heritage & Experience
• •Accessibility & Value
• •Passion for Travel

Best Practices

• •Develop a Brand Voice Guide: Document the core brand tone (Reliable, Experienced, Practical, Quality-Driven) and values. Include a list of "do" and "don't" words/phrases. For Mirano, "do" words might include: durable, trusted, quality, reliable, secure, lasting, smart, efficient, proven, heritage. "Don't" words: cheap, flimsy, basic, trendy (if it implies short-lived), complicated.
• •Prioritize Clarity and Directness: Reflecting the "practical" and "reliable" aspects of the tone, copy should be easy to understand, avoiding overly technical jargon or excessively flowery language. Get straight to the benefits for the traveler: security, ease, durability.
• •Emphasize Heritage and Expertise Subtly: Weave in references to the brand's long history ("Since 1960s," "Decades of experience") to reinforce experience and trustworthiness without making every piece of copy a history lesson. This builds confidence.
• •Focus on Solutions and Peace of Mind: Frame product features as solutions to common travel concerns. For example, instead of just saying "TSA lock," explain "TSA-approved lock for hassle-free security checks." This aligns with a practical and reassuring tone.
• •Ensure Consistency Across All Channels: Whether it's website copy, product descriptions, social media posts, or customer service scripts, the core tone should be recognizable. Regularly review content to ensure it aligns with the established voice and values, reinforcing the brand's reliability and quality focus.

Social Perception

Mirano is perceived as a brand with physical stores in well-known Romanian shopping malls, indicating a degree of legitimacy and accessibility. Customers and shopping directories clearly identify Mirano with luggage, travel bags, and accessories. Associated with quality & durability, trustworthy, limited online engagement.

Copy Examples

• •Headline: Travel with Confidence. Journey with Mirano. Body: For over 60 years, Mirano has crafted luggage that stands the test of time and travel. Our commitment to quality materials and smart design means you can focus on the adventure ahead, knowing your belongings are secure. Explore our latest collection.
• •Headline: Your World, Seamlessly Packed. Body: From city breaks to global expeditions, Mirano offers practical luggage solutions for every traveler. Lightweight, durable, and thoughtfully designed with features like TSA-approved locks and smooth-glide wheels, our bags make your journey effortless.
• •Headline: The Foundation of a Great Trip? Luggage You Can Trust. Body: Don't let unreliable bags spoil your plans. Mirano's heritage is built on decades of ensuring travelers have dependable companions. Discover robust construction and timeless style, designed in Romania for your peace of mind.
• •Headline: Smart Travel Starts Here. Invest in Mirano Durability. Body: Why choose Mirano? Because every stitch, wheel, and handle is a testament to our dedication to lasting quality. Experience the difference that thoughtful engineering and premium materials make to your travels.
• •Headline: Adventure Awaits. Mirano Carries the Rest. Body: Since the 1960s, our passion has been to equip explorers like you. Mirano luggage combines innovative, adventure-ready features with the steadfast reliability you need. Pack your dreams; we'll handle the gear.