Brand Tone

Value-driven and Approachable, Community-focused and Friendly, Practical and Straightforward, Informal (especially on platforms like TikTok)

Brand Values

• •Value for Money
• •Community Commitment
• •Accessibility
• •Heritage
• •Adaptability/Resilience
• •Doing the Right Thing

Best Practices

• •Prioritize Value, Always: Every piece of copy, where appropriate, should reinforce the core message of getting great brands or products for less. Use phrases like "save," "discount," "bargain," "value," "affordable."
• •Emphasize Community Connection: Regularly incorporate local references, talk about community support, and use a friendly, neighbourly tone. Address customers as part of a shared community.
• •Keep it Clear and Simple: Avoid jargon or overly complex language. The messaging should be straightforward and easy for everyone to understand, reflecting the practical nature of the shopping experience.
• •Be Enthusiastic but Grounded: Show genuine excitement about the products and savings on offer, but maintain a realistic and trustworthy tone. Avoid over-promising; focus on tangible benefits.
• •Adapt to the Platform, Maintain the Core: While the style might become more informal and visual on platforms like TikTok, the core messages of value, variety, and community should still subtly underpin the content. Ensure the friendly and approachable voice is consistent across all channels.

Social Perception

Bargain Hub, Local Convenience, Hit-or-Miss Experience, Community Contributor, Uncertainty (due to recent news)

Copy Examples

• •Headline: Your Community. Your Brands. Your Prices. Body: At The Original Factory Shop, we've been bringing you the big brands you love, for less, since 1969. From fashion finds to homeware essentials, pop into your local TOFS and discover amazing deals right on your doorstep. We're more than just a store; we're part of your community. #TOFSsavings #LocalDeals
• •Headline: Big Brands, Tiny Prices! Body: Why pay more? Get up to 70% off your favourite names in fashion, beauty, and home at The Original Factory Shop. New arrivals weekly – your next bargain is waiting! #ValuePacked #SmartShopping
• •Headline: Supporting Our Local Heroes. Body: We’re proud to be at the heart of [Town/Area Name]! This month, we're supporting [Local Charity/Event]. Every purchase helps us give back. Come on in, grab a bargain, and help us make a difference together. #TOFSCommunity #ShopLocalSupportLocal
• •Social Media Post (TikTok/Instagram): Visual: Quick cuts of various discounted branded items (e.g., trainers, perfume, homeware). Text Overlay: "Name brands? ✅ Unbelievable prices? ✅✅ That's The Original Factory Shop! 😉" Caption: Run, don't walk to your nearest TOFS! 🏃‍♀️🏃‍♂️ What awesome deals have you spotted lately? Share your finds! #TOFSfinds #BargainHunter #BigBrandsLowPrices
• •Headline: Everything You Need, For Less Than You'd Expect. Body: From your morning coffee essentials to that perfect party outfit, and even treats for your pets – find it all at The Original Factory Shop! We bring you a world of choice and unbeatable value, right in your neighbourhood. #TOFSforEveryone #ValueRetailer