Brand Tone

practical, friendly, and value-driven, emphasizing comfort, affordability, and personal service.

Brand Values

• •Value and Affordability
• •Customer Service
• •Practicality and Quality
• •Community Presence

Best Practices

• •Lead with the Benefit: Instead of listing features like "polyester fabric," focus on the user benefit: "Wrapped in a durable, stain-resistant fabric that makes spills a non-issue."
• •Emphasize Value at Every Opportunity: Consistently pair style with affordability. Use phrases like "high-end look, not high-end price," "budget-friendly rates," and "great deals" to reinforce this core value.
• •Use a Neighborly, Helpful Tone: Write as if you're giving friendly advice. Use direct, simple language. Refer to the local area ("South St. Paul," "metro area") to build a connection with the community.
• •Speak to the Audience's Lifestyle: Incorporate scenarios that resonate with the target demographic. Mentioning durability for families, comfort for watching sports, or creating a "man cave" can make the copy more relatable.
• •Leverage Social Proof: Turn positive reviews into marketing content. Use quotes like "Our customers say we have the best deals in town!" or feature customer photos on social media to build trust and authenticity. Mentioning the A+ BBB rating can also reinforce credibility.

Social Perception

Highly positive, especially within its local market, seen as a reliable and affordable alternative to larger chain stores, praised for great prices, friendly service, and good quality. Minor negative points include occasional delivery delays and product defects.

Copy Examples

• •Don't just watch the game, own it. Our new reclining sectionals have room for the whole crew and feature power reclining so you can kick back at the press of a button. Durable, easy to clean, and priced so you can still afford tickets. Swing by Royal Star Furniture and find your new command center.
• •Style that moves with you. This isn't your grandpa's old recliner. Get contemporary design paired with modern comfort and power features. Perfect for that corner of the living room you've been meaning to upgrade. #RoyalStarFurniture #MinnesotaHome #ModernComfort #Recliner
• •Style You Want. Prices You'll Love. From stylish sofas under $400 to complete dining sets, get the look for less without sacrificing quality. Visit us in South St. Paul!
• •Your Dinner Table Upgrade is Here | New Dining Sets at Royal Star
• •Built for real life. The Rockwell coffee table set brings a touch of casual contemporary style to your living room with a design that's as sturdy as it is stylish. Its durable surface stands up to coffee mugs, game controllers, and family fun, while the clean lines ensure it fits right into your space. Practical style has never been more affordable.