Brand Tone

Reassuring & Trustworthy, Aspirational & Modern, Friendly & Approachable, Informative & Educational, Premium & Quality-focused

Brand Values

• •Quality
• •Comfort
• •Customer Satisfaction
• •Health & Wellbeing
• •Innovation
• •Transparency

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., "Mimpi is: Reassuring, Modern, Expert, Friendly. Mimpi is not: Overly technical, Gimmicky, Cheap, Uncaring"). Provide do's and don'ts for word choices and style.
• •Focus on Benefits, Not Just Features: While materials and technology are important (features), always translate them into tangible benefits for the customer (e.g., "Our premium latex layer" becomes "Stay cool and comfortable all night with our breathable premium latex layer"). This resonates with the value of "Comfort" and "Health & Wellbeing."
• •Maintain an Empathetic and Understanding Approach: Acknowledge the struggles of poor sleep and position Mimpi as the solution. Use language that shows you understand the customer's needs and desires for better rest. This reinforces the "Reassuring" and "Friendly" aspects of the tone.
• •Use Consistent Terminology and Key Phrases: Regularly incorporate terms like "premium quality," "deep sleep," "restorative comfort," "risk-free trial," and "Mimpi difference" across all platforms to reinforce brand messaging and values.
• •Be Authentic and Transparent: In all communications, be honest about products, services, and policies. If addressing concerns, do so openly and helpfully. This builds trust, aligning with the "Trustworthy" and "Customer Satisfaction" values. Avoid jargon where simpler, clearer language will do, making the brand more "Approachable."

Social Perception

Mimpi Sleep is generally perceived as a modern, trustworthy, and high-quality mattress brand in the Indonesian market. Customers appreciate the convenience of the mattress-in-a-box concept and the risk-free trial. The brand is seen as an aspirational yet accessible option for those looking to invest in better sleep. Positive associations are with comfort, improved sleep quality, and good customer service. They are viewed as a significant player in the online mattress retail space in Indonesia.

Copy Examples

• •Headline (Website/Ad): "Unlock Your Best Sleep. Experience Mimpi's Premium Latex & Memory Foam Mattresses. 100 Nights Risk-Free."
• •Social Media Post (Instagram): "Sundays are for dreaming ☁️✨. Sink into the cloud-like comfort of a Mimpi mattress and wake up refreshed for the week ahead. What are your Sunday plans? #MimpiSleep #DreamComfortably #BedroomGoals"
• •Email Subject Line (Promotion): "Is Your Mattress Stealing Your Sleep? Upgrade to Mimpi & Save!"
• •Product Description Snippet: "Engineered for deep, restorative sleep. Our five-layer hybrid mattress combines responsive latex for cooling comfort and adaptive memory foam for pressure relief. Feel the Mimpi difference, night after night."
• •Facebook Ad Copy: "Tired of restless nights? 😴 Discover why thousands in Indonesia are choosing Mimpi for unparalleled comfort and support. Enjoy free delivery, a 100-night trial, and a 10-year warranty. Click to learn more and transform your sleep!"