Brand Tone

Aspirational and functional, inspiring adventure and style, emphasizing practicality and durability. Generally positive and confident, with a focus on quality and customer satisfaction, sometimes incorporating a playful and adventurous undertone.

Brand Values

• •Quality and Durability
• •Functionality and Innovation
• •Style and Modernity
• •Adventure and Exploration
• •Customer-Centricity

Best Practices

• •Maintain a Balance of Aspiration and Functionality: In all copy, pair aspirational language about travel and style with concrete details about the product's features and benefits.
• •Use Confident and Positive Language: Frame product descriptions and marketing messages in a way that conveys a strong belief in the quality and value of the products.
• •Incorporate the "Adventurous" Tone in Customer Communications: Continue using the playful and encouraging tone seen in the warranty information in other customer-facing communications, such as email newsletters and social media replies.
• •Address Negative Feedback Proactively and Transparently: To counteract the negative online perception, it is crucial to monitor for and respond to any customer complaints or concerns in a timely and professional manner. This will help to build trust and demonstrate a commitment to customer satisfaction.
• •Leverage User-Generated Content: Encourage satisfied customers to share photos and stories of their adventures with their Ristoss bags. Featuring this content on social media can provide authentic social proof and reinforce the brand's values of adventure and quality.

Social Perception

Polarized, with satisfied customers balanced against skepticism and concern due to a low trust score from a third-party website and association with a potentially dubious online store. The brand's online reputation is fragile and requires careful management.

Copy Examples

• •Navigate your daily commute in style. The Ristoss Metro-Trek backpack is designed for the modern professional, with a padded laptop sleeve, multiple compartments for organization, and a sleek, minimalist design. #Ristoss #UrbanExplorer #WorkInStyle
• •Your next adventure awaits. Discover the Ristoss Voyager series – durable, spacious, and ready for any journey. Where will you go next? #RistossAdventures #TravelGear
• •Ready for another journey? As a valued member of the Ristoss family, we're giving you an exclusive first look at our new line of smart luggage. Travel smarter, not harder. #RistossFamily #SmartTravel
• •Travel with peace of mind. Our new anti-theft backpack features hidden zippers and RFID-blocking pockets to keep your valuables safe and secure, whether you're exploring a new city or navigating a crowded commute. #SecureYourJourney #Ristoss
• •Conquer campus with the ultimate backpack. With a dedicated laptop compartment, USB charging port, and plenty of room for books, the Ristoss Scholar is your perfect partner for the academic year. #BackToSchool #StudentLife #Ristoss