Brand Tone

Confident, Quality-Focused, Informative, Reassuring, American & Craft-Oriented, Aspiring, Comfort-Driven, Customer-Centric (Subtle)

Brand Values

• •Quality & Excellence
• •American Made & Sourced
• •Design & Craftsmanship
• •Customer Well-being (Implied)
• •Integrity & Transparency (Implied)

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the core tone attributes (e.g., Confident, Quality-Focused, American & Craft-Oriented, Aspiring, Informative). Include a "words we use/words we avoid" list, and provide clear examples of the voice in action across different content types (website copy, ads, social media, customer service scripts).
• •Prioritize "American Made" and "Craftsmanship" Messaging: Consistently weave in the narrative of American sourcing, design, and manufacturing. Highlight the meticulous attention to detail and the quality of materials as central to the brand's promise.
• •Focus on Tangible Benefits of Quality: Instead of just saying "high quality," explain what that quality delivers – superior comfort, better sleep, durability, a "floating feel," pressure relief. Connect the craftsmanship to the customer's improved well-being.
• •Maintain an Educated and Assured Tone: Provide clear, detailed information about products, processes (like the 27 prototypes), and policies (120-night trial). This transparency builds trust and reinforces the brand's confidence in its offerings.
• •Train All Customer-Facing Teams: Ensure that everyone who communicates with customers, from marketing to sales to support, understands and can consistently apply the brand's tone of voice. This creates a cohesive and authentic brand experience at every touchpoint.

Social Perception

High-Quality & Luxurious, Comfortable & Sleep-Improving, Worth the Investment, Reliable & Trustworthy, Proudly American

Copy Examples

• •Headline (Confident & Quality-Focused): "Experience the Apex of American Craftsmanship. This isn't just a mattress; it's the Wright way to sleep."
• •Product Description Snippet (Informative & American-Oriented): "Meticulously designed in New York and crafted entirely in the USA from the finest American-grown Supima cotton and innovative comfort foams. Our W1.27 Mattress underwent 27 prototypes because good enough is never the Wright answer."
• •Social Media Post (Aspiring & Comfort-Driven): "Dream deeper. Wake up Wright. Our commitment to superior American-made comfort means every night is an investment in your brightest day. #WakeUpWright #AmericanMadeSleep #LuxuryBedding"
• •Email Subject Line (Reassuring & Quality-Focused): "Your Quest for Perfect Sleep Ends Here. Discover Wright Craftsmanship."
• •About Us Snippet (Craft-Oriented & Confident): "Named in honor of a devotion to design and craftsmanship, Wright Bedding was founded to build the kind of products we'd want in our own homes – uncompromising in quality, thoughtfully designed, and proudly American-made."