Brand Tone

Trustworthy, Caring, Innovative, Proudly Filipino

Brand Values

• •Quality
• •Trust and Integrity
• •Customer Focus/Care
• •Innovation
• •Social Responsibility and Community Contribution
• •Excellence
• •Filipino Pride

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the identified tone (Trustworthy, Caring, Innovative, Proudly Filipino), key messaging pillars, approved vocabulary, "do's and don'ts" for language, and examples of on-brand copy. This guide should be accessible to everyone creating content.
• •Emphasize "Trusted" and "Quality" Consistently: Weave in words and phrases that reinforce reliability, durability, expertise, and the company's long-standing reputation (e.g., "since 1968," "award-winning," "expertly crafted," "built to last").
• •Incorporate "Care" and Filipino Values: Use warm, empathetic language that speaks to family, community, and the well-being of Filipinos. Highlight the brand's local roots and commitment to the nation. Use Filipino words or cultural references where appropriate and authentic.
• •Showcase Innovation with Clarity: When discussing technological advancements or new product features, explain the benefits in a clear, customer-centric way. Avoid overly technical jargon unless speaking to a specialized audience (like in their automotive division). Focus on how innovation leads to better sleep and comfort.
• •Regular Training and Review: Conduct regular training sessions for marketing, sales, and customer service teams on the brand voice. Implement a review process for key communications to ensure consistency before publication. Use tools like Meltwater for monitoring brand perception and adjusting messaging if needed.

Social Perception

Highly Trusted, Provider of Quality and Comfort, Household Name & Industry Leader, Socially Responsible, Innovative, Accessible

Copy Examples

• •Headline: Generations of Trust, Generations of Comfort. Uratex: The Sleep Filipinos Come Home To. Body: For over 55 years, Uratex has been the heart of Filipino homes, crafting not just mattresses, but havens of rest. We blend time-honored quality with sleep innovation, ensuring every Uratex product delivers the comfort your family deserves. Because we believe every Filipino deserves a good night's sleep. #UratexCares #TriedTestedTrusted
• •Headline: Wake Up to a Better Philippines. Sleep Soundly with Uratex. Body: At Uratex, our commitment goes beyond quality sleep. It’s about building a stronger community, supporting Filipino dreams, and innovating for a sustainable future. Choose Uratex, and rest easy knowing you're part of something bigger. Proudly Filipino, for every Filipino. #UratexInnovation #FilipinoPride
• •Headline: Engineered for Your Best Sleep. Designed for Your Life. Body: Discover the science of comfort with Uratex. Our advanced sleep technologies, from cooling foams to orthopaedic support, are meticulously crafted to provide unparalleled rest. Experience the Uratex difference – where innovation meets the deep, restorative sleep you’ve always dreamed of. #SleepSpecialist #UratexQuality
• •Headline: More Than a Mattress. It's a Uratex Promise. Body: The Uratex promise began with a simple dream: quality, affordable comfort for every Filipino. Today, that promise is woven into every fibre of our products. Trusted by families, recognized by experts, and built with care, right here in the Philippines. Sleep soundly, live fully. #UratexPromise #ComfortForLife
• •Headline: From Our Family to Yours: Decades of Dream-Worthy Sleep. Body: Uratex isn't just a brand; it's a Filipino legacy of care. We understand the importance of rest for your family's well-being. That’s why we pour our expertise and heart into every mattress, ensuring it’s a place where beautiful dreams begin and worries fade away. Trust Uratex for the comfort you can always count on. #UratexFanily #YourSleepExpert