Brand Tone

Elegant & Sophisticated, Appreciative & Respectful (of Heritage), Personal & Story-driven, Modern & Functional

Brand Values

• •Heritage Preservation & Celebration
• •Craftsmanship & Quality
• •Timeless Elegance
• •Modern Functionality
• •Authenticity

Best Practices

• •Develop a Brand Voice and Tone Guide: Clearly define the brand's personality (voice) and the specific emotional inflections (tone) to be used in different contexts. This guide should include approved vocabulary, phrases to avoid, and examples.
• •Understand Your Audience: Tailor the tone (while keeping the voice consistent) to resonate with the target audience's values and expectations. For Diàn, this means appealing to those who appreciate heritage, quality, and understated elegance.
• •Prioritize Storytelling: Weave the brand's heritage narrative into product descriptions, social media content, and "About Us" sections to create an emotional connection. Heritage brands often leverage their history to build trust.
• •Maintain Consistency Across All Channels: Ensure that the tone of voice is consistent across the website, social media platforms, email marketing, and any customer interactions.
• •Train and Align Your Team: Anyone involved in creating content or communicating with customers should be familiar with and trained on the brand's voice and tone guidelines to ensure a unified brand representation.

Social Perception

Culturally rich, high-quality, and elegant brand that offers unique, heritage-inspired items.

Copy Examples

• •Product (The Jia Lapis Clutch): "Carry a legacy of elegance. Our Jia Lapis Clutch, inspired by the intricate beauty of Peranakan Nonya Kebayas, is meticulously crafted for the modern woman. A timeless piece where heritage meets contemporary style."
• •Brand Story: "Diàn was born from a desire to weave the rich tapestry of Peranakan heritage into everyday life. Each piece is more than an accessory; it's a story, a connection to the timeless artistry that inspires us, designed for your now."
• •Social Media Post (Instagram - Image of Heritage Belt): "Subtle sophistication, rooted in heritage. The Diàn Heritage Belt: crafted from premium leather and inspired by Peranakan motifs, it’s an everyday essential that speaks of timeless style. #shopdiansg #PeranakanInspired #ModernHeritage #LuxuryLeather"
• •Website Banner: "Diàn: Where Peranakan spirit inspires modern essentials. Discover accessories that carry a story."
• •Email Marketing Subject Line: "Unveil Timeless Elegance: Explore Diàn's New Heritage Collection"