Brand Tone

Friendly and Approachable, Helpful and Guiding, Community-Oriented and Supportive, Authentic and Trustworthy, Value-Driven and Empowering

Brand Values

• •Value for Money
• •Community Building
• •Helpfulness and Empowerment
• •Authenticity and Transparency
• •Trustworthiness
• •Support for Small & Local Businesses
• •Quality at a Fair Price
• •Accessibility

Best Practices

• •Emphasize Community: Use inclusive language ("we," "us," "our community," "fellow shoppers"). Encourage interaction and sharing.
• •Be Genuinely Helpful: Focus on providing real value, practical tips, and easy-to-understand information. Avoid overly salesy or pushy language.
• •Maintain Authenticity: Share real stories (like the founders' journey or member testimonials). Be transparent about product sourcing or conditions (e.g., open-box items).
• •Keep it Friendly and Relatable: Use a conversational, warm, and approachable style. Inject personality, perhaps drawing from the founders' experiences as mothers and deal hunters.
• •Showcase Support for Others: Regularly highlight partnerships with local businesses and how using SUM benefits the broader community, not just the individual saver.

Social Perception

A Lifesaver and Highly Beneficial, The Go-To Resource for Savings, A Trusted and Reliable Community, Supportive of the Local Economy, Influential and a "Power House", Positive and Engaging

Copy Examples

• •Headline: Stretch Your Dirham Further This Week! Body: Hey, savvy shoppers! Your friends at SUM have scoured the UAE for the best deals so you don't have to. From sizzling supermarket savings to fantastic fashion finds, we’re here to help your budget breathe easier. Join our community and let's save together! #SUMdeals #UAESavings #CommunityLove
• •Headline: Unlock Exclusive Deals & Support Local! Body: At SUM, we believe in the power of community. That’s why we connect you with amazing offers AND champion incredible local businesses. Discover hidden gems and save big – it’s a win-win! Check out our latest partnerships on SUM.ae. #ShopLocalUAE #DirhamStretcher #SmartShopping
• •Headline: Real Reviews, Real Savings. That's the SUM Promise. Body: Tired of too-good-to-be-true offers? So are we! The SUM community (that’s you!) and our team share honest reviews and tried-and-tested tips to make every dirham count. Find genuine deals you can trust, hand-picked for our amazing members. #SUMReview #TrustedDeals #UAECommunity
• •Headline: Your Ultimate UAE Savings Hub – Now in Your Pocket! Body: Finding the best deals just got even easier! Download the SUM Deals app and get instant notifications on the latest offers, from groceries to getaways. We’re making smart shopping simple and accessible for everyone. What will you save on today? #SUMapp #DealsOnTheGo #SaveSmartUAE
• •Headline: From Our Family to Yours: Smart Ways to Save Every Day. Body: As fellow parents and passionate bargain hunters, we (Selma & Susan) started Dirham Stretcher to help families like ours. Now, SUM brings you even more ways to save on everyday essentials, kids' activities, and those little treats. Let’s navigate savvy shopping in the UAE together! #SUMfamily #ParentingUAE #ValueForMoney