Brand Tone

Aspirational yet Accessible, Trendy and Youthful, Informative and Engaging, Friendly and Customer-Oriented

Brand Values

• •Style and Personal Expression
• •Variety and Curation
• •Modernity and Trend-Awareness
• •Customer Engagement
• •Accessibility

Best Practices

• •Know Your Audience, Speak Their Language: Tailor vocabulary and references to resonate with a style-conscious, digitally-savvy audience. Use contemporary language where appropriate (especially on platforms like TikTok) but maintain clarity and avoid excessive slang that could alienate.
• •Highlight Lifestyle and Expression, Not Just Features: While technical details are important for some, focus the primary messaging on how the watch complements the customer's lifestyle, personality, and style.
• •Be Visually Consistent with Your Words: Ensure the tone of the copy matches the accompanying visuals. If images are bright and trendy, the copy should reflect that energy.
• •Maintain a Consistent Voice Across Platforms, Adapt the Dialect: While the core brand tone (e.g., trendy, accessible, stylish) should remain the same, the specific dialect or style can be adapted. For instance, TikTok copy can be more playful and use trending sounds/memes, while website copy might be slightly more descriptive yet still engaging.
• •Create Brand Voice Guidelines: Develop a document outlining the brand's personality, key messaging themes, do's and don'ts for language, and examples of on-brand copy. This ensures everyone creating content understands and applies the desired tone consistently.

Social Perception

Seen as a go-to online store for a variety of popular watch brands in Indonesia. Appreciated for their active social media presence, particularly on Instagram and TikTok, which keeps customers updated on new arrivals and promotions. Their collaboration with influencers and engaging content formats (unboxing, style guides) are generally well-received.

Copy Examples

• •Instagram Post (Image: Flatlay of a trendy watch with a coffee and a notebook): Your daily grind just got an upgrade. ☕️✨ Find the perfect timepiece to match your hustle and style. #TheWatchCo #RedefineTime #WorkWearStyle
• •TikTok Video Ad (Fast-paced montage of different people wearing various watches): Voiceover (energetic): Don't just tell time. Make a statement! 🔥 New drops from your fave brands now at The Watch Co! Tap the link to shop! On-screen text: Fresh Styles In! Shop Now!
• •Email Subject Line (Promotion): 🎉 Deals You Can't Miss! Up to 30% OFF Your Next Style Companion!
• •Website Banner (Homepage): Discover Your Signature Look. Explore the latest watch collections at The Watch Co.
• •Facebook Post (Sharing a blog article): Choosing a watch is personal. Our latest blog post helps you find a timepiece that truly reflects your personality. Dive in! 👇 #TheWatchCoBlog #WatchWisdom #StyleGuide