Brand Tone

Luxurious & Aspirational, Comforting & Inviting, Authoritative & Trustworthy, Elegant & Sophisticated, Helpful & Informative

Brand Values

• •Quality
• •Comfort
• •Luxury
• •Heritage & Expertise
• •Customer Satisfaction
• •Well-being
• •(Increasingly) Sustainability

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Luxurious & Aspirational, Comforting & Inviting, Authoritative & Trustworthy, Elegant & Sophisticated, Helpful & Informative). Include key vocabulary, 'do's and don'ts' for language, and examples of on-brand sentences. This guide should be shared with anyone creating content.
• •Emphasize Benefits over Features (while still being informative): Instead of just saying '300 thread count cotton,' explain what that means for the customer: 'Indulge in the smooth, breathable comfort of our 300 thread count sateen sheets, designed for a blissful night's sleep.' Connect the quality (feature) to the feeling of luxury and comfort (benefit).
• •Use Sensory Language: Appeal to the senses by using descriptive words that evoke the feeling of the linens – 'silky-smooth,' 'cloud-like softness,' 'crisp and cool,' 'plush embrace.' This reinforces the comfort and luxury aspects.
• •Maintain a Tone of Understated Elegance: While luxurious, avoid overly boastful or hyperbolic language. The confidence should come from the quality and heritage, not aggressive claims. Let the sophistication shine through polished, well-crafted sentences.
• •Consistently Weave in the 'Hotel Experience' Narrative: Regularly remind customers of the brand's unique selling proposition – bringing the trusted quality and indulgent comfort of hotel linens into their homes. This differentiates Sobel At Home and reinforces its value. Use phrases like 'hotel-quality,' 'inspired by luxury hotels,' 'the secret to hotel comfort,' etc., where appropriate.

Social Perception

Positive Association with Hotels, High-Quality Provider, Worth the Investment, Trusted Name (via Sobel Westex), Aspirational Home Goods

Copy Examples

• •Headline: Bring the World's Finest Hotels Home. Sleep on Sobel. Body: Remember that incredible night's sleep at your favorite luxury hotel? The crisp, cool sheets that felt like a dream? Now, that everyday indulgence is yours. Sobel At Home brings decades of hospitality expertise and premium craftsmanship directly to your bedroom. Experience the difference quality makes. Call to Action: Discover Your Best Sleep Yet. Shop Now.
• •Caption: Wrap yourself in five-star comfort. ✨ Our hotel-quality robes transform your home into a personal sanctuary. Soft, absorbent, and designed for ultimate relaxation. Isn't it time you treated yourself? #SobelAtHome #LuxuryRobes #HomeSpa #HotelComfort #PamperYourself. Call to Action: Tap to shop or visit the link in bio.
• •Body: Dear [Customer Name], Imagine sinking into a bed that rivals the most luxurious hotel suites, night after night. At Sobel At Home, we turn that dream into reality. Our renowned hotel-quality linens, crafted with the finest materials and meticulous attention to detail, are now available for your home. From our silky-smooth sheets to our cloud-like pillows, create your personal haven of comfort and style. Call to Action: Explore the Collection & Elevate Your Sleep.
• •Headline: Experience Hotel Luxury, Night After Night. Sub-headline: Sobel At Home: Premium Linens, Crafted for Unforgettable Comfort. Call to Action: Shop Bedding | Shop Bath
• •Intro: Ever wondered why hotel beds feel so exceptionally comfortable? It's more than just the mattress. At Sobel, we've spent over 30 years perfecting the art of hotel linens – the crisp sheets, the supportive pillows, the plush duvets. Today, we’re sharing a few insider secrets to help you recreate that unparalleled sleep experience right in your own bedroom... Call to Action (at end of post): Ready to upgrade to hotel-quality comfort? Explore our curated bedding collections.