Brand Tone

Professionally helpful and aspirational, with a strong emphasis on local craftsmanship and quality.

Brand Values

• •Quality Craftsmanship: 'Committed to supplying furniture of the highest standard,' 'skilled craftsmen,' 'attention to detail.'
• •Customization & Personalization: 'Specialised in crafting custom-made sofas,' 'choose from a wide range of fabrics or premium leathers,' 'create a tailored look.'
• •Local Production: 'Every upholstered item we create is handmade locally' in Melbourne.
• •Customer Service & Guidance: 'Friendly and experienced team is here to make the design process easy and enjoyable, guiding you every step of the way with our free consultations.'
• •Design Excellence: Catering to 'timeless traditional styles or sleek contemporary designs.'
• •Sustainable Practices (mentioned): An about.me page mentions a commitment to sustainable practices and liaising with suppliers who share these values, focusing on minimal environmental impact.

Best Practices

• •Develop Comprehensive Brand Guidelines: Document the brand's voice, tone, and style, including approved vocabulary, personality traits (e.g., sophisticated, warm, expert), and a 'what not to say' list. Ensure all writers and marketers have access to and understand these guidelines.
• •Prioritize 'Quality' and 'Customization' in Messaging: Consistently weave in terms like 'handcrafted,' 'locally made,' 'premium materials,' 'bespoke,' 'tailored,' and 'custom design' to reinforce core brand values.
• •Maintain a Helpful and Expert Stance: Frame copy around providing solutions and guidance (e.g., 'Let our experts help you,' 'Discover the perfect fabric with our guidance'). Highlight services like free design consultations.
• •Use Aspirational Yet Attainable Language: While showcasing beautiful interiors and high-quality products, ensure the language remains welcoming and doesn't alienate potential customers. Balance aspirational visuals with copy that speaks to comfort, practicality, and the joy of creating a personal space.
• •Ensure Consistency Across All Channels: Review and align the tone used on the website, social media posts, email marketing, and any advertising materials. Regular audits can help identify and correct any deviations from the established brand voice. Address customer feedback (both positive and negative) in a manner consistent with the desired helpful and professional tone.

Social Perception

Positive Perception: Customers appreciate the quality of locally manufactured, custom-made furniture, the comfort of the sofas, and the helpfulness of the staff in the design and selection process. The brand is seen by some as a source of high-quality, stylish furniture with good service. Negative Perception: Some customers have experienced significant issues with incorrect orders, poor communication, and long resolution times, leading to frustration and disappointment. This suggests an inconsistency in service delivery and quality control that impacts the brand's reputation among a segment of its clientele.

Copy Examples

• •Headline: Your Vision, Our Craftsmanship: Custom Sofas Made in Melbourne. Body: Dreamt of the perfect sofa? At Sofas Direct, we bring your vision to life. Our skilled Melbourne artisans use premium leathers and fine fabrics to handcraft furniture that’s uniquely yours. Start your design journey with a free consultation today.
• •Headline: The Heart of Your Home, Tailored to You. Body: From cozy sectionals to elegant chaises, discover the art of bespoke comfort with Sofas Direct. Locally made, designed for your life, and built to last. Explore our collection and find your perfect fit.
• •Headline: Style That Speaks Volumes. Comfort That Whispers Luxury. Body: Elevate your living space with a Sofas Direct creation. We blend timeless design with contemporary flair, all handcrafted in Melbourne. Experience the difference quality materials and expert craftsmanship make.
• •Headline: Don't Just Choose a Sofa, Design It. Body: Why settle for off-the-shelf when you can have bespoke? Our design experts are here to guide you, from selecting the perfect fabric to finessing every detail. Create a sofa that’s as individual as you are.
• •Headline: Australian Made, Globally Inspired, Locally Loved. Body: Sofas Direct is proud to offer exquisite, locally crafted sofas alongside a curated selection of global homewares. Build a home that tells your story with pieces that reflect quality and timeless appeal.