Brand Tone

Optimistic, Value-driven with a hint of caution

Brand Values

• •Value/Affordability
• •Customer Service (Aspirational)
• •Dependability (Aspirational)
• •Uniqueness
• •Sustainability & Ethical Practices (Aspirational)

Best Practices

• •Authenticity is Key: Ensure all claims (especially regarding sustainability, fair trade, dependability, and customer service) are backed by genuine practices. Overstating capabilities when past reviews suggest otherwise will damage trust.
• •Prioritize Customer Service in Messaging (and Practice): If "customer service" is a claimed value, this needs to be a cornerstone of communication. This is critical given the past negative feedback.
• •Highlight Value Proposition: Messaging should consistently reinforce the benefit of saving money on quality items.
• •Develop the Sustainability Narrative: If sustainability is a genuine commitment, provide specific examples and details.
• •Address Negative Feedback: If negative feedback similar to past issues arises, proactively address the concerns and demonstrate steps taken to improve.

Social Perception

A price-attractive online store with a history of unreliability and poor customer service; needs to rebuild trust by addressing past issues and consistently delivering on promises.

Copy Examples

• •Great products, great prices, greater purpose.
• •Unbeatable deals on top-brand fashion and healthy lifestyle products!
• •Committed to reducing our carbon footprint and promoting a sustainable and healthy lifestyle.
• •Get high-quality branded products at rock-bottom prices.
• •We're dedicated to giving you the very best of products, with a focus on dependability, customer service and uniqueness.