Brand Tone

Friendly and Approachable, Value-Oriented and Practical, Community-Focused and Inclusive, Upbeat and Optimistic, Relatable

Brand Values

• •Affordability
• •Accessibility
• •Value for Money
• •Family and Community
• •Dignity and Respect
• •Simplicity and Convenience

Best Practices

• •Speak Your Customer's Language: Use simple, clear, and direct language that is easily understood by a broad audience. Avoid jargon or overly complex sentences. Incorporate relatable, everyday scenarios and even local colloquialisms where appropriate and authentic.
• •Always Emphasize Value and Affordability: Ensure that the benefit of low prices and great value is a consistent thread in your messaging, whether explicitly stated or implied. Frame products and services around how they help customers save money or get more for their budget.
• •Maintain a Friendly and Positive Demeanor: Your copy should always feel welcoming, optimistic, and supportive. Even when addressing practical needs, maintain an upbeat tone that makes customers feel good about interacting with the brand.
• •Focus on Inclusivity and Community: Write as if you are speaking to everyone. Use imagery and examples that reflect the diversity of your customer base. Highlight how PEP is a part of the community and understands the needs of families.
• •Be Authentic and Straightforward: Customers appreciate honesty. Be direct about what you offer and the value proposition. Avoid hype or exaggerated claims. The trustworthiness of PEP is built on its straightforward approach to retail.

Social Perception

Trusted Household Name, Provider of Value, Ubiquitous and Convenient, Community-Oriented, Smart Choice, For Everyone

Copy Examples

• •PEP: More of what your family needs, for so much less. That’s the PEP promise!
• •Kitting them out for a great year shouldn’t break the bank! ✏️📚 Get all their school essentials at PEP. Smart uniforms, durable shoes, and stationery they’ll love – all at prices that make you smile. #PEPBackToSchool #ValueForParents
• •Make your house a home for less. ✨ From cozy blankets to kitchen must-haves, discover amazing quality and even better prices at PEP Home.
• •Stay connected for less! 📱 Amazing deals on phones and data, only at PEPcell. Talk more, browse more, save more. It’s that simple!
• •For generations, PEP has been at the heart of South African communities, making everyday life more affordable for everyone. We believe that everyone deserves the dignity of quality essentials at the best prices. It’s not just what we sell, it’s the 'khathaphosin' (amazing feeling) of value we deliver.