Brand Tone

Approachable, Value-Oriented, Informative

Brand Values

• •Affordability
• •Accessibility/Convenience
• •Variety/Choice
• •Quality (within its price bracket)
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Approachable, Value-Oriented, Informative), key messaging points, "do's and don'ts" for language, and examples. Share this with anyone creating content.
• •Prioritize Clarity and Simplicity: Especially when discussing prescriptions and lens options, avoid overly technical jargon. Explain benefits clearly and make the ordering process sound straightforward.
• •Emphasize Value, Not Just Cheapness: While affordability is key, frame it in terms of "good value," "smart spending," or "accessible style" rather than simply being the "cheapest." Highlight what customers get for their money (e.g., UK optician checks, guarantees).
• •Be Customer-Centric in All Communications: Address customer needs, questions, and pain points directly. Use "you" and "your" frequently. When dealing with complaints or negative feedback publicly, maintain a helpful and empathetic tone, aiming to resolve the issue.
• •Adapt Tone Slightly by Platform, but Keep Core Values Consistent: While TikTok content can be more playful than a website FAQ, the underlying message of providing affordable, reliable eyewear should remain. Ensure the core values of affordability, choice, and customer focus shine through, regardless of the platform's specific style.

Social Perception

Customers seeking value, Online shoppers, Mixed experiences, Fashion-aware but budget-conscious

Copy Examples

• •Headline (Website/Social Media Ad): See Clearly, Spend Wisely. Stylish Prescription Glasses from just £XX. Free UK Delivery! Body: Don't let price blur your vision. At Total Eyewear, discover hundreds of frames to match your style and budget. Our UK-based opticians ensure your lenses are spot on. Shop now and enjoy free basic lenses!
• •Instagram Post Caption (Showcasing a new collection): New Styles Just Dropped! 😎✨ Find your perfect pair from our latest collection. From chic cat-eyes to timeless aviators, we've got the looks you'll love at prices that make sense. Tap to explore or visit total-eyewear.com. #TotalEyewear #NewArrivals #AffordableEyewear #FashionGlasses
• •Facebook Ad (Targeting users interested in eye health): Your Eyes Deserve the Best (Without Breaking the Bank!). Learn about the right lenses for your lifestyle on our blog, then find your perfect frames at Total Eyewear. Quality prescription glasses, checked by UK opticians. Click to read more & shop!
• •TikTok Video Concept Intro: Stop overpaying for glasses! 🤯 Get 2 stylish pairs for the price of 1. Here’s how... #TotalEyewearHacks #BudgetFriendly #EyewearOnABudget #UKDeals
• •Email Subject Line (Promotional): 👓 Your Next Favourite Pair Awaits! + Special Offer Inside! Email Body Snippet: Hi [Customer Name], looking for an eyewear upgrade that’s easy on the eyes and your wallet? Total Eyewear offers a huge range of prescription glasses and sunglasses, with free basic lenses and our 100% satisfaction guarantee. Plus, for a limited time, enjoy [Specific Offer]!