Brand Tone

The predominant tone is friendly, educational, and enthusiastic, especially on YouTube and social media, using informal and engaging language. On the website, it's slightly more professional and informative, emphasizing product quality, but still accessible. The voice is that of a knowledgeable friend and expert passionate about nail art.

Brand Values

• •Education & Empowerment
• •Community
• •Accessibility
• •Quality and Value
• •Creativity & Self-Expression

Best Practices

• •Speak Like a Passionate Expert, Not a Corporation: Use "we" and "you" to create a direct conversation. Share tips and tricks freely. The goal is to educate and inspire, not just to sell.
• •Embrace the Community: Actively use user-generated content. Use hashtags that encourage sharing (#NaioNails) and feature customer creations on your social feeds and website. This reinforces the community value and provides social proof.
• •Balance Fun with Function: While the tone is friendly, always circle back to the product's quality and benefits. Explain why a product is great (e.g., "our gel polish is super opaque, so you only need two coats!") to build trust and justify the purchase.
• •Keep it Real and Visual: The nail industry is highly visual. All copy should complement strong visuals (videos and photos). Use descriptive and evocative language (e.g., "buttery-smooth," "supernova shine," "jam-packed with glitter") that helps the customer imagine the product's look and feel.
• •Be Consistent Across All Channels: The enthusiastic and helpful tone from the YouTube tutorials should be present in Instagram captions, customer service emails, and website copy. This creates a cohesive and authentic brand experience for the customer at every touchpoint.

Social Perception

Naio Nails is perceived as a reputable and beloved brand within the UK nail community, particularly for its educational content. Customers and influencers praise the high pigmentation and quality of products at affordable prices. The brand's founder adds authenticity. While historical customer service issues existed, recent feedback indicates significant improvements, leading to an overall positive perception focused on product quality, educational value, and strong community connection.

Copy Examples

• •✨ Meet your new obsession: the 'Cosmic Chrome' Pen Collection! ✨ We've packed supernova shine into an easy-to-use pen for a flawless, futuristic finish. Just swipe, cure, and get ready for takeoff! 🚀 Which shade are you trying first? Let us know below! 👇 #NaioNails #ChromeNails #NailArt #DIYnails
• •Psst... Your 15% OFF discount is inside! 😉 Time to stock up.
• •Unleash Your Creativity! Get 20% Off All Coloured Acrylics This Week. Your next masterpiece starts here.
• •Text on screen: 30-Second Sugar Glitter Nails? Yes, please! (Video shows quick cuts: applying a base color, sprinkling on Naio Nails glitter, curing, and showing off the sparkly, textured result.) Voiceover (enthusiastic): "Want this super cute sugar-effect? Just grab your fave Urban Graffiti gel polish, don't top coat it, and sprinkle on our 'Diamond Dust' glitter. Cure it, and you're done! So easy! Tag us in your creations!"
• •Ready to start your acrylic journey? We've got you! Our All-in-One Starter Kit has everything you need, hand-picked by our experts. From our signature Maximum Adhesion liquid to our buttery-smooth core powders, this kit is designed for a flawless application, every single time. Stop dreaming and start creating with the tools trusted by millions. Welcome to the #NaioNails family!