Brand Tone

friendly, approachable, and supportive

Brand Values

• •Quality Sleep for All: The core mission is to help people sleep well and live better by providing high-quality sleep products.
• •Affordability & Accessibility: Disrupting the traditional market to offer premium products at reasonable prices, often through a direct-to-consumer model.
• •Customer-Centricity: Evident through the 100-night trial, free delivery, focus on customer feedback, and efforts to create a positive customer experience both online and offline.
• •Simplicity & Convenience: Making the mattress buying process easy and hassle-free. This also extends to product design, such as tool-free assembly for their bed frame.
• •Innovation & Quality: Designing products in Italy (for some initial designs/concepts) and using quality materials like Malaysian latex, memory foam, and Outlast fabric for their mattresses, focusing on comfort, support, and durability.
• •Well-being & Healthy Lifestyle: Promoting sleep as a crucial component of overall mental and physical health.
• •Transparency (implied): While one forum comment questioned transparency on a specific return fee, the brand generally operates with clear offers like the 100-night trial for mattresses.

Best Practices

• •Focus on Benefits, Not Just Features: Always translate product features into tangible benefits for the customer’s sleep quality and overall lifestyle (e.g., "Our zero-motion transfer means undisturbed sleep" rather than just "Features zero-motion transfer technology").
• •Use Simple, Accessible Language: Avoid overly technical jargon. Make your copy easy to understand for everyone, creating an inclusive and welcoming feel. The language should be clear, concise, and relatable.
• •Maintain a Supportive and Empathetic Voice: Acknowledge the struggles of poor sleep and position Sonno as a helpful solution. Use phrases that show understanding and care (e.g., "We know how frustrating sleepless nights can be...").
• •Incorporate a Sense of Calm and Serenity: Use words and imagery that evoke peace, comfort, and relaxation, aligning with the ultimate goal of a good night’s sleep. This should be reflected in the visual elements accompanying the copy as well.
• •Be Consistent Across All Channels: While the level of formality might slightly vary (e.g., TikTok vs. website), the core friendly, supportive, and benefit-driven tone should remain recognizable everywhere your brand communicates. Develop brand voice guidelines to ensure everyone creating content is aligned.

Social Perception

comfortable and high-quality mattresses and sleep accessories that genuinely contribute to better sleep and alleviate issues like back pain

Copy Examples

• •Headline: End your day the right way. Discover the deep, restorative sleep you’ve been dreaming of with Sonno. Body: Tired of tossing and turning? Our Sonno Original mattress is designed with your ultimate comfort in mind, offering the perfect balance of support and softness. Wake up refreshed, energized, and ready to embrace the day. Try it risk-free for 100 nights!
• •Social Media Post (Instagram - with a serene bedroom image): Your sanctuary awaits. ✨ Create the perfect sleep haven with Sonno. From our cloud-like mattresses to our silky-smooth sheets, we’re here to help you unwind and recharge. What’s your favorite way to prepare for a good night’s sleep? Share your tips below! #SonnoSleep #SweetDreams #BedroomGoals #SleepWellLiveBetter
• •Email Subject Line: Unlock Better Sleep & Brighter Days, [Customer Name]! Email Body Snippet: At Sonno, we believe great days start with great nights. That’s why we’ve poured our hearts into creating sleep products that not only feel incredible but truly make a difference to your well-being. Experience the Sonno difference and say hello to a more vibrant you.
• •Product Page Snippet (for Sonno Pillow): The perfect partner for your Sonno mattress. Our pillow is expertly crafted to cradle your head and neck, providing just the right amount of support for any sleep position. No more morning aches, just pure, blissful comfort. Give your head the rest it deserves.
• •Retargeting Ad Copy: Still dreaming of better sleep? Your Sonno mattress is waiting. With our 100-night trial, free delivery, and thousands of happy sleepers, you’re just a click away from transforming your nights. Don’t just sleep, Sonno.