Brand Tone

Approachable Luxury, Ethical & Transparent, Authentic & Story-Driven, Confident & Sometimes Playful/Humorous, Warm & Comfort-Focused

Brand Values

• •Sustainability
• •Ethical Sourcing & Fairness
• •Quality & Longevity
• •Transparency
• •Accessibility
• •Community

Best Practices

• •Always Anchor to Core Values: Ensure every piece of copy, whether a product description or a social media post, subtly reinforces NAADAM’s commitment to sustainability, ethical sourcing, quality, and fairness. This creates an unwavering brand identity.
• •Balance Luxury with Accessibility: Use language that conveys the premium nature of cashmere (e.g., "luxuriously soft," "premium fibers") but also maintains an approachable, inclusive feel that reflects the brand's mission to democratize cashmere. Avoid overly pretentious or exclusive jargon.
• •Embrace Authentic Storytelling: Weave elements of the NAADAM origin story, the connection to Mongolian herders, and the journey of the cashmere into the copy where appropriate. This adds depth, transparency, and an emotional connection.
• •Inject Personality – Know When to Be Playful: While the core message is often serious (ethics, sustainability), don’t be afraid to use humor or a more confident, edgy tone when it aligns with the campaign or platform (e.g., specific ad campaigns, engaging with competitors). However, ensure this playful tone doesn't undermine the brand's sincerity regarding its values.
• •Focus on the "Feel Good" Factor (Internally & Externally): Highlight not just how good the cashmere feels to wear, but also the good feeling that comes from supporting a brand with ethical and sustainable practices. Connect the physical comfort with the emotional comfort of making a responsible choice.

Social Perception

Positive View on Ethics and Sustainability, High-Quality Product, Good Value for Luxury, Mixed Customer Service Experience, Innovative and Disruptive, Stylish and Timeless

Copy Examples

• •Headline: Beyond Soft. Beyond Fair. This is NAADAM Cashmere. Body: We didn't just set out to create the world's softest cashmere. We set out to do it right. From the Mongolian steppes to your wardrobe, every thread tells a story of sustainability, fairness, and enduring quality. Feel the difference a better choice makes. (Tone: Ethical, Story-Driven, Quality-focused)
• •Social Media Post (with an image of someone cozy in a NAADAM sweater): That feeling when your sweater is softer than a baby goat and just as ethical. 😉 Our cashmere is hand-combed by Mongolian herders we partner with directly, ensuring fair pay and happy goats. Cozy up to conscious luxury. #Naadam #SustainableCashmere #SoftAsHeaven (NotHellThisTime) (Tone: Playful, Approaching Luxury, Ethical)
• •Email Subject: Tired of Fast Fashion? Invest in Forever. Body: Trends come and go, but true quality lasts. At NAADAM, we craft timeless cashmere pieces designed to be loved season after season, year after year. Made sustainably, sourced ethically, and created for a life well-lived. Discover your forever sweater. (Tone: Confident, Quality-focused, Anti-Fast Fashion)
• •Product Description Snippet (for the $98 Original Sweater): The legend. The icon. The sweater that started a revolution in softness and fairness. Crafted from 100% premium Mongolian cashmere, directly sourced to bring you unparalleled quality at a price that makes sense. It’s not just a sweater; it’s a statement. (Tone: Confident, Value-driven, Authentic)
• •About Us Section Teaser: We got lost in the Gobi Desert and found a better way to do cashmere. No middlemen. No unfair practices. Just incredible softness, straight from the source, to you. Learn our story and why doing good feels even better. (Tone: Story-Driven, Authentic, Transparent)