Brand Tone

Elegant & Aspirational, Authentic & Relatable, Friendly & Engaging, Empowering, Playful & Trendy

Brand Values

• •Quality & Durability
• •Affordability & Accessibility
• •Style & Functionality
• •Heritage & Culture
• •Authenticity & Transparency
• •Customer Focus
• •Sustainability

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., "Elegant," "Authentic," "Friendly," "Empowering"), corresponding "Do's" and "Don'ts" for language, and examples of tone in action. This serves as a guide for all content creators.
• •Understand Your Audience Deeply: Tailor the tone to resonate with the target audience (modern wahine, individuals seeking stylish yet affordable and durable jewellery). Use language and references they connect with, while staying true to the core brand values.
• •Weave in Brand Values Naturally: Ensure that key values like quality, Māori heritage, affordability, and authenticity are subtly and consistently reflected in the messaging, rather than being forced. For example, mentioning "crafted with care" for quality, or "inspired by Aotearoa" for heritage.
• •Adapt Tone to Platform, But Maintain Core Identity: While the tone on TikTok might be more playful than a formal website description, the underlying elegance, authenticity, and empowerment should still shine through. The core message remains consistent even if the delivery style varies slightly.
• •Regularly Review and Audit Content: Periodically review all forms of communication (social media, website copy, emails, ads) to ensure the tone is consistent and aligned with the brand strategy. Solicit feedback and be prepared to refine the voice as the brand evolves.

Social Perception

Positive Customer Experiences, Appreciation for Māori Heritage, Seen as a Growing NZ Brand, Trusted for Quality, Engaged Community

Copy Examples

• •Instagram Post (Elegant & Aspirational): Elevate your everyday. Our [Product Name] necklace, crafted from 18k gold plated stainless steel, is more than just an accessory – it's a whisper of timeless elegance. Designed in Aotearoa, for the modern wahine. Discover the PĀMU difference. #PamuStore #NZJewellery #TimelessElegance #MadeInNZ
• •Facebook Ad (Friendly & Value-Oriented): Shine without the splurge! ✨ PĀMU brings you stunning, water-resistant, and hypoallergenic jewellery that’s made to last. Treat yourself or someone special to a touch of everyday luxury. Shop our new collection now and enjoy [Offer/Discount]! #PamuJewellery #AffordableLuxury #NZMade #Hypoallergenic
• •TikTok Video Caption (Playful & Engaging): POV: You found the perfect waterproof bling that actually survives a NZ summer (and your champagne moments 😉). Our [Product Name] earrings are life-proof! Drop a 💦 if you need these! #PamuStore #WaterproofJewellery #NZStyle #TikTokMadeMeBuyIt #JewelleryLover
• •Website "About Us" Snippet (Authentic & Heritage-Focused): Born from a passion for timeless design and a deep respect for our Māori heritage, PĀMU (meaning 'farm') is where quality craftsmanship meets accessible luxury. Each piece tells a story, designed by our founder Alicia to be as unique and resilient as the wahine who wear it. We believe in jewellery that's not only beautiful but kind to your skin and our planet. #PamuStory #MāoriOwned #NZDesigner
• •Email Newsletter Subject Line (Empowering & Exclusive): Unveil Your Strength: New PĀMU Pieces Inspired by You ✨ (+ Insider Access!) *Body Snippet:* At PĀMU, we celebrate the incredible spirit of wahine. Our latest collection draws inspiration from [Specific Inspiration, e.g., a cultural motif, a feeling of empowerment], designed to make you feel confident and radiant every day. Be the first to explore these new treasures.