Brand Tone

Aspirational & Stylish, Contemporary & Modern, Approachable & Engaging, Quality-Conscious, Helpful & Inspirational

Brand Values

• •Aesthetics & Design
• •Modernity & Trend-Awareness
• •Quality & Craftsmanship
• •Individuality & Self-Expression
• •Customer Inspiration

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that clearly defines the brand's tone (e.g., "Stylish, Aspirational, Approachable, Contemporary") with do's and don'ts for word choice, sentence structure, and common phrases. Include examples of good and bad copy.
• •Focus on "You" and "Your": Address the customer directly. Frame product benefits around how they will enhance the customer's life, space, or style (e.g., "Your perfect reading nook starts here," instead of "We sell chairs"). This makes the tone more personal and customer-centric.
• •Use Evocative and Descriptive Language (but keep it clear): Words like "sleek," "plush," "vibrant," "serene," "handpicked" can create an aspirational and quality-conscious feel. However, always ensure clarity and avoid overly complex jargon. The language should paint a picture.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual style of the brand. If the visuals are modern and minimalist, the copy should generally reflect that – perhaps by being concise and elegant. If visuals are more vibrant and eclectic, the copy can be more playful and expressive.
• •Adapt to the Platform, but Maintain Core Identity: While the core brand tone should remain consistent, the expression might vary slightly across platforms. For instance, TikTok and Instagram can have a more casual, engaging, and visual-first approach, while website copy might be slightly more descriptive and benefit-oriented. The underlying values of style, quality, and inspiration should always shine through.

Social Perception

Positive (among engaged followers), Source of Inspiration, Trendy & Fashionable for Homes, Mid-Range to Upper Mid-Range Quality/Price, Limited Broader Public Awareness (outside target niche), Need for More Review Data

Copy Examples

• •Headline (Website Banner/Social Media Ad): "Transform Your Space. Define Your Style. Discover VICA."
• •Product Description Snippet (for a modern sofa): "Sleek lines, plush comfort. Our new [Sofa Name] isn't just a seat, it's the heart of your stylish living room. Crafted for modern life and designed to inspire."
• •Instagram Caption (Showcasing a styled room): "Create your sanctuary. ✨ From statement pieces to the perfect finishing touches, find everything you need to bring your vision to life at VICA. #VICAHome #MexicanDesign #ModernLiving #HomeInspo"
• •TikTok Video Hook: "3 ways to instantly elevate your living room using VICA finds! 🛋️✨ #VICADecorHacks #HomeUpgrade #DesignTips"
• •Email Subject Line (for a new collection): "New Arrivals: Fresh Designs to Inspire Your Home this Season."