Brand Tone

Aspirational and Conscientious, aiming to inspire positive environmental impact through phrases like "charging change" and "refurb revolution." It is also Trustworthy and Reassuring, building confidence with promises like a "90-point check" and "12-month warranty." Additionally, it is Straightforward and Simple, using clear slogans to explain its circular economy model without jargon.

Brand Values

• •Sustainability
• •Trust & Quality
• •Value
• •Simplicity

Best Practices

• •Lead with the "Why": Every piece of copy should connect back to the core values of sustainability and smart value. Don't just sell a product's features; sell the feeling of making a clever, responsible choice.
• •Weave in Trust Signals: Consistently mention the "12-month warranty," "90-point check," and "free delivery" across all platforms—product pages, ads, and social media posts. This repetition is crucial for building confidence.
• •Use the Language of the Circular Economy: Incorporate terms like "circular," "reduce e-waste," "give devices a new life," and the "Love it. Use it. Return it." slogan to reinforce the brand's unique mission beyond just selling phones.
• •Maintain a Positive and Empowering Tone: The copy should make the customer feel intelligent and proactive. Frame the choice to buy refurbished not as a compromise, but as a superior, forward-thinking decision for both their finances and the environment.
• •Address the Trust Deficit Transparently: Given the negative reviews surrounding the trade-in service, the brand must use its copy to rebuild trust. This could involve creating content that clearly explains the device grading process, manages expectations about trade-in values upfront, and transparently outlines the steps and timelines for payment to counteract the negative public perception.

Social Perception

The social perception of ur.co.uk is split. Customers who purchase devices generally express satisfaction with the quality, value, and environmental benefits. However, those who use the trade-in service often have a negative view, reporting "bait-and-switch" pricing, payment delays, and poor customer service, which creates a perception of untrustworthiness that contradicts the brand's stated values.

Copy Examples

• •Smart for your wallet. Smarter for the planet. Get a certified refurbished iPhone with a 12-month warranty, free delivery, and a free biodegradable case. We'll even plant a tree for you.
• •This isn't just a phone. It's a statement. It’s a perfectly good device saved from landfill, meticulously restored by our experts, and ready for a new adventure with you. Plus, it comes with a tree planted in your name. That's what we call an upgrade. #RefurbRevolution #GoodKarma #URphones
• •Stop Paying for New. Why buy new when you can get the same premium performance for less? Every phone from ur.co.uk is 90-point certified and helps reduce e-waste. Make the switch to refurbished today.
• •Certified Refurbished iPhones | ur.co.uk | 12-Month Warranty & Free Delivery | Save on your next iPhone. 90-point checked for quality and backed by our guarantee. Join the circular economy and shop smart.
• •Your next phone shouldn't cost the Earth 🌳