Brand Tone

Authentic, Passionate, Quality-Conscious, Value-Oriented, Stylish, Modern, Approachable, Aspiring, Eco-Aware

Brand Values

• •Heritage & Family Legacy
• •Quality Craftsmanship
• •Customer Satisfaction
• •Aesthetic Appeal & Style
• •Sustainability/Eco-Friendliness
• •Accessibility

Best Practices

• •Embrace the Heritage Story: Consistently (but not excessively) weave in the brand's origin story and the 'since 1986' legacy. This builds authenticity and trust. Use phrases like 'Building on a legacy of...' or 'Inspired by decades of...'
• •Highlight Craftsmanship and Materials: Use descriptive language that emphasizes the handmade nature, the quality of materials (e.g., 'rich wool,' 'natural jute,' 'soft cotton'), and the care taken in creating each product. Be specific where possible (e.g., 'hand-tufted by skilled artisans').
• •Focus on the 'Why' - Elevating Homes: Connect products to the customer's desire for a beautiful, comfortable, and stylish home. Use aspirational yet accessible language. Instead of just selling a rug, sell the idea of 'completing a room' or 'adding a layer of warmth and personality.'
• •Maintain an Approachable yet Elevated Voice: Avoid overly casual slang or overly technical jargon. The tone should be knowledgeable and passionate about home decor, inviting customers to discover and appreciate quality without being intimidating.
• •Be Transparent and Responsive (especially addressing the perception issues): While copywriting focuses on promotion, the overall brand communication (including customer service interactions that might become public) needs to align. If addressing quality or service, do so with empathy and a commitment to satisfaction, reinforcing the brand's stated values. Ensure marketing claims about quality are consistently met.

Social Perception

Appreciation for Design & Uniqueness, Concerns about Quality Control & Customer Service, Positive Perception of Materials, Varied Retailer Experience

Copy Examples

• •From our family's heritage in fine home furnishings since '86 to your modern home, Urban86 brings you handcrafted rugs and decor that tell a story. Discover pieces that blend timeless quality with contemporary style, made to make your space truly yours.
• •Elevate your living space with an Urban86 rug. Woven with passion and the finest natural fibers, each piece is a testament to skilled craftsmanship and enduring design. Feel the difference quality materials make underfoot.
• •Where heritage meets home. ✨ Our latest collection of handcrafted rugs is here to add warmth, texture, and a touch of urban soul to your favorite rooms. Explore the collection – link in bio. #Urban86Home #HandcraftedRugs #HomeDecor #InteriorStyle #QualityLiving
• •Style that speaks to your values. At Urban86, we're committed to blending beautiful design with responsibility. Many of our rugs are crafted from eco-friendly, recycled natural fibers, bringing sustainable artistry into your home.
• •Refresh your home with Urban86. For a limited time, enjoy [discount]% off our new collection of cushions and throws. Experience the perfect blend of comfort, quality, and style, rooted in a tradition of excellence. Shop now and transform your space.