Brand Tone

Authentic, Respectful, Elegant, and Passionate

Brand Values

• •Cultural Heritage & Tradition
• •Authenticity & Quality
• •Artisan Support & Empowerment
• •Customer Satisfaction
• •Beauty & Self-Expression

Best Practices

• •Develop a Brand Voice Guide: Document Narumugai's core values, mission, target audience, and the chosen tone (Authentic, Respectful, Elegant, Passionate). Include approved vocabulary, "do's and don'ts" for language, and examples of on-brand copy. This ensures anyone creating content understands and can replicate the desired voice.
• •Emphasize Storytelling: Weave narratives around the sarees – their origin, the artisans, the cultural significance of motifs or weaves. This naturally lends itself to a respectful and passionate tone and reinforces authenticity.
• •Use Evocative and Descriptive Language: Choose words that reflect elegance and the sensory experience of the sarees (e.g., "lustrous silk," "intricate motifs," "vibrant hues," "timeless elegance"). Avoid overly casual slang or overly aggressive sales language.
• •Maintain a Tone of Appreciation and Respect: Whether talking about the artisans, the cultural heritage, or the customers, ensure the language conveys respect and gratitude. This aligns with the brand's values and positive social perception.
• •Consistency Across All Platforms: While the format of content may change (e.g., short TikTok captions vs. detailed website descriptions), the core tone should remain consistent. Regularly audit content across all channels to ensure alignment with the brand voice guide.

Social Perception

Narumugai is generally perceived very positively by its customers. High-Quality Products, Excellent Customer Service, Unique & Classy Collections, Trustworthy

Copy Examples

• •Unveiling 'Eternal Weave' – a Kanchipuram silk saree that whispers tales of tradition. Each thread, meticulously handwoven by our master artisans, carries generations of skill and passion. Drape yourself in a legacy of authentic Indian craftsmanship. #Narumugai #KanchipuramSilk #HandloomHeritage #SareeLove #ArtisanMade
• •This festive season, let your elegance speak volumes. Narumugai brings you an exquisite collection of handpicked sarees, each a masterpiece of Indian textile art. Embrace tradition, celebrate authenticity. Discover your perfect drape today. Shop now at narumugai.com. [Link] #FestiveSarees #IndianTradition #NarumugaiEthnic #HandcraftedLuxury
• •Experience the regal allure of Banaras with our 'Golden Loom' saree. Woven with the finest silk and intricate zari work, this piece is a testament to the timeless artistry of Banarasi weavers. More than just a saree, it's an heirloom, a fragrant bud of culture ready to blossom with your grace. Authentic, handcrafted, and delivered with care from Narumugai. [Detailed specs: fabric, weave, care instructions]
• •Dear [Customer Name], At Narumugai, we believe every saree has a soul, a story woven into its very fabric by the dedicated hands that create it. This month, we are honored to introduce our 'Artisan's Pride' collection, featuring [mention specific type/region] sarees that embody the rich cultural tapestry of India. Journey with us as we celebrate these incredible artists and their timeless craft. Explore the collection: [Link] With deepest appreciation for tradition, The Narumugai Team.
• •Pure artistry in every thread. ✨ This is the magic of handloom. Feel the heritage. #NarumugaiSarees #IndianCraftsmanship #TextileArt #SareeStory #SlowFashion