Brand Tone

caring, innovative, reassuring, and solution-oriented

Brand Values

• •Customer Well-being (focus on comfort and solving issues like neck/shoulder pain)
• •Quality (providing products one would give to a friend)
• •Reliability (timely communication, stable supply)
• •Innovation ("interesting, convenient, exciting" overseas products)
• •Aim to contribute to customers' daily lives sincerely

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (caring, innovative, reassuring, solution-oriented) with examples of "do's and don'ts" for writing. Include key phrases and the brand promise (e.g., "Nice product. Have a nice life.").
• •Focus on Benefits and Solutions: Consistently highlight how the products solve customer problems (e.g., neck pain, poor sleep) and improve their well-being, rather than just listing features.
• •Incorporate Customer Language and Testimonials: Use language that resonates with customer reviews and feedback. Authentic testimonials reinforce the caring and effective image.
• •Maintain Transparency and Reassurance: Echo the customer promises (quality, communication, reliability) in marketing copy, FAQs, and customer service interactions to build trust.
• •Ensure Visual Consistency: While this is about copywriting, ensure that the visual elements used alongside the copy (images, colors) also reflect the caring, innovative, and high-quality nature of the brand. This synergy reinforces the overall tone.

Social Perception

This brand, particularly through its CALQS pillows, seems to be positively perceived in its target (Japanese) market. This is supported by positive customer reviews on Rakuten, media features, and awards. Customers see it as a provider of effective solutions for sleep-related comfort.

Copy Examples

• •Headline: End Neck Pain, Embrace Dreamy Nights. Discover the SurvaQ Pillow Difference. Body: Tired of waking up sore? Our ergonomically designed warming pillows are here to cradle your neck and shoulders in pure comfort. Experience the Japanese innovation that’s helping thousands sleep better. Nice product, have a nice life.
• •Headline: The Secret to Restful Sleep is Finally Here. (And it’s WARM!) Body: Introducing the SurvaQ "Hotto suru Makura PLUS" – the pillow that gently warms to soothe away tension, easing you into deep, restorative sleep. As seen in Oggi and STORY!
• •Headline: Why Our Customers Say "I Wish I Found This Sooner!" Body: Don’t just take our word for it. "My shoulder pain has significantly eased," says one happy customer. The SurvaQ promise: products we’d proudly give our friends, because your comfort is our priority.
• •Headline: Not Just a Pillow, It’s Your Nightly Retreat. Body: Experience the innovative design of the CALQS Double Pillow, crafted exclusively for your neck and shoulder wellbeing. Exciting technology for a truly comforting sleep.
• •Headline: Gift a Good Night's Sleep (To Yourself, or Someone You Love!) Body: Our award-winning SurvaQ pillows offer more than comfort – they offer a better tomorrow. Reliable, high-quality, and designed to make every night a "nice life" night.