Brand Tone

Innovative, scientific, authoritative, aspirational, reassuring, and data-driven.

Brand Values

• •Innovation and Technology
• •Quality and Performance
• •Customer Trust and Confidence
• •Sustainability and Social Responsibility
• •Data-Driven Approach

Best Practices

• •Lead with "Engineered," Not "Natural": Consistently frame sleep as a problem that can be solved with science and technology. Use words like "engineered," "designed," "data-driven," and "performance" to reinforce the brand's core identity.
• •Translate Tech into Tangible Benefits: Don't just list technical features like "conical springs" or "Simbatex® foam." Always connect them directly to a customer benefit, such as "zero motion transfer" or "active cooling."
• •Leverage Social Proof and Guarantees: Every piece of copy should build confidence. Regularly mention the number of 5-star reviews, the risk-free trial period, and the 10-year guarantee to counter purchase hesitation.
• •Incorporate B Corp Values: Weave sustainability and social responsibility into the narrative. Mentioning that materials are recycled or that the company is a "force for good" can appeal to ethically-minded consumers and add another layer of brand value.
• •Maintain a Confident and Authoritative Tone: The voice should be that of an expert. Avoid weak or uncertain language. Use clear, direct statements that convey confidence in the product's ability to deliver superior sleep, positioning Simba as the definitive solution.

Social Perception

The public perception of Simba is polarized. It is seen as an innovative, leading player in the DTC mattress market, with high satisfaction regarding comfort and quality among many customers, supported by its B Corp status. However, there is significant negative feedback concerning customer service, delivery, product durability (e.g., sagging), and difficult warranty processes. This creates a perception gap, with some consumers viewing marketing as potentially aggressive or misleading following a CMA investigation.

Copy Examples

• •Don't Just Sleep. Recover. Your day is demanding. Your night should be restorative. The Simba Hybrid® Luxe is not just a mattress; it's a meticulously engineered recovery platform. Ten layers of data-driven technology work in harmony to cool, support, and adapt to you. Upgrade your sleep, upgrade your performance.
• •Engineered for Zero Disturbance. Is your partner's tossing and turning interrupting your sleep? Our patented conical springs pivot and compress individually, isolating movement to your side of the bed. Experience uninterrupted sleep, scientifically designed for two.
• •The Data is In: This is Better Sleep. We analyzed over 10 million sleepers to engineer the perfect night's sleep. With 325,000+ five-star reviews and B Corp certified sustainability, the choice is simple. Trust the data. Experience the difference for yourself with our 100-night risk-free trial.
• •Hot Sleeper? We Engineered a Solution. Stop kicking off the covers. Our open-cell Simbatex® foam provides 30 times more airflow than traditional memory foam, while a layer of graphite actively draws heat away from your body. Sleep cooler, deeper, and longer. It's not magic, it's engineering.
• •A Decade of Perfect Sleep, Guaranteed. We build our mattresses to last. That's why every Simba Hybrid® comes with a 10-year guarantee. We've engineered away the need for flipping and created a design that stands the test of time. Invest in a decade of scientifically-backed comfort.