Brand Tone

Expert, Trustworthy, and Supportive

Brand Values

• •Harm Reduction
• •Expertise & Authenticity
• •Quality & Reliability
• •Customer Service
• •Responsibility

Best Practices

• •Prioritize Education Over Sales: Always frame content around helping and informing the customer. Write blog posts, guides, and FAQs that answer common questions. This builds trust and reinforces your expert positioning.
• •Speak from Experience: Use the "we're vapers ourselves" angle authentically. Use "we recommend," "we've found that," or "our team's favorite" to create a personal, trustworthy connection.
• •Keep Language Clear and Direct: Avoid industry jargon where possible, or explain it simply. Product descriptions should be factual and to the point. The goal is clarity, not flashy marketing-speak.
• •Maintain a Supportive and Non-Judgmental Voice: Customers are on a sensitive journey. Ensure all copy is encouraging and focuses on the positive goal of quitting smoking, without being preachy or pressuring.
• •Be a Responsible Voice in the Industry: Acknowledge the regulatory landscape implicitly through your professional tone. Avoid any language, imagery, or promotion that could be perceived as targeting non-smokers or youth. Focus on the adult smoker looking for an alternative.

Social Perception

Among customers, the perception is very high, viewing Vape Nation as a reliable, knowledgeable, and well-regarded retailer with quality products and excellent service, a key resource for quitting smoking. For the general public, the brand has little specific visibility, perceived more as a generic vape shop, operating discreetly within the contentious broader social and political conversation around vaping in New Zealand.

Copy Examples

• •Your Partner in Quitting Smoking for Good. Ready to make the switch? We're vapers ourselves, and we're here to provide the expert advice and quality products you need to succeed. Start your smoke-free journey with confidence.
• •Welcome to Vape Nation - Your Questions, Answered. Thanks for joining us. We know that starting with vaping can be overwhelming. That's why we built our store on expert, honest advice. Check out our beginner's guide on the blog for tips on choosing the right device and nicotine strength. We're here to help.
• •Simple, reliable, and effective. This kit is designed for a seamless transition from smoking. It features an auto-draw function (no buttons) and pre-filled pods for mess-free use. Our team has tested it, and we stand by its performance for new users.
• •What's the #1 tip you'd give to someone new to vaping? At Vape Nation, our mission is to support every person's journey away from smoking. For our experienced community members: what's one piece of advice you wish you had when you started? Let's help each other out. #VapeNationNZ #SmokeFree
• •Why We Do What We Do. Vape Nation isn't just a business; it's a mission started by people who successfully quit smoking through vaping. We experienced firsthand the difference it can make. That’s why we only stock products we believe in and offer the practical, real-world advice we wish we'd had.