Brand Tone

Elegant & Sophisticated, Comfort-Focused & Nurturing, Quality-Oriented & Trustworthy

Brand Values

• •Luxury & Indulgence
• •Quality Craftsmanship
• •Unparalleled Softness & Comfort
• •Customer Satisfaction & Attentive Service
• •Family & Gifting

Best Practices

• •Develop a Brand Voice Guide: Create a document detailing the brand's tone (elegant, nurturing, sophisticated), key messaging themes (luxury, comfort, quality), preferred vocabulary (e.g., sumptuous, heavenly, meticulously crafted), and words to avoid.
• •Focus on Sensory Language: Consistently use vivid, descriptive words that evoke the tactile experience of softness, luxury, and comfort (e.g., velvety, cloud-like, silken, gentle embrace).
• •Highlight Key Differentiators: Regularly weave in core brand values and unique selling propositions like Made in San Francisco, Oprah's Favorite Things, and the exceptional quality of materials in all copy.
• •Maintain an Empathetic, Customer-Centric Approach: Frame product benefits around how they enhance the customer's life, well-being, and ability to care for loved ones. Language should feel warm and understanding.
• •Ensure Consistency Across All Touchpoints: Even without a massive social media presence, ensure that all written communication (website copy, product descriptions, email newsletters, customer service responses, packaging inserts) reflects the established elegant, comfort-focused, and quality-oriented tone. Regular audits of content can help maintain this.

Social Perception

High-Quality & Luxurious, Giftable, Reliable (for known products), Niche & Less Mainstream Visibility

Copy Examples

• •Headline: Experience Unrivaled Softness. Drape Yourself in Tourance. Body: Discover the feeling of pure indulgence. Our [Product Name, e.g., Signature Rosebud Throw], meticulously crafted in San Francisco, offers a heavenly texture that transforms your space into a sanctuary of comfort. It’s not just a blanket; it’s an embrace.
• •Headline: The Art of Luxurious Gifting. Give the Gift of Tourance. Body: Searching for a present that speaks volumes of care and sophistication? Tourance offers an exquisite collection of the softest accessories and home comforts, designed to delight and pamper. As featured in Oprah's Favorite Things, share the luxury.
• •Headline: Crafted for Comfort, Designed for Life. Body: From serene moments alone to cherished family time, Tourance is woven into the fabric of your most comfortable memories. Experience the lasting quality of our locally made designs and the gentle touch of the world’s softest materials.
• •Headline: Italian Elegance, Tourance Comfort. Introducing Our New Leather Collection. Body: Indulge in the perfect marriage of Italian craftsmanship and the luxurious comfort you expect from Tourance. Our new collection of leather bags and accessories, handcrafted in Italy, brings a touch of timeless style to your everyday.
• •Headline: More Than Soft. It's Tourance. Body: Why settle for ordinary when you can be enveloped in extraordinary softness? Our unique textures, from delicate rosebud patterns to sumptuous faux furs, promise an unparalleled sensory experience. Easy to care for, impossible to resist.