Brand Tone

Approachable and Friendly, Caring and Empathetic, Positive and Uplifting, Informative and Solution-Oriented, Authentic and Transparent

Brand Values

• •Efficacy and Results
• •Natural and Plant-Based Ingredients
• •Australian Made and Owned
• •Sustainability and Environmental Consciousness
• •Cruelty-Free and Vegan
• •Customer-Centricity
• •Inclusivity

Best Practices

• •Develop a Clear Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., friendly, caring, positive, informative, authentic), along with do's and don'ts for language, specific phrases, and overall style. Share this guide with everyone who creates content.
• •Always Lead with Empathy and Solutions: Start by acknowledging the customer's hair concerns or aspirations. Position your products as helpful solutions, emphasizing benefits rather than just features, and maintain a supportive and understanding tone.
• •Be Authentic and Transparent: Use genuine language. Share real customer stories (with permission) and be open about your ingredients, sourcing, and brand journey. Avoid overly salesy or hyped-up language that can feel insincere.
• •Incorporate Brand Values Naturally: Weave in your core values (e.g., natural ingredients, Australian made, cruelty-free, sustainability) into your copy in a way that feels organic and reinforces what the brand stands for.
• •Adapt to the Platform, but Maintain Core Tone: While the style might vary slightly between a formal website description and a casual TikTok caption, the underlying friendly, caring, and positive tone should remain consistent, ensuring brand recognition across all channels.

Social Perception

Positive Reputation for Effectiveness, Trusted for Natural Formulations, Seen as a Caring and Authentic Brand, Aspirational yet Relatable, Good Quality, Premium Price, Strong Online Community

Copy Examples

• •Instagram Post (Problem/Solution & Caring Tone): Tired of frizz taking over your good hair days? We hear you! Our Anti-Frizz warriors are packed with loving botanical extracts to smooth things over, naturally. Swipe to see the magic and say hello to your silkiest, happiest hair yet! #PumpHaircare #FrizzFreeNaturally #RealResults
• •Product Page Description (Informative & Benefit-Driven Tone): Unlock your hair's growth potential with our bestselling Hair Growth Shampoo. Lovingly made in Australia with a unique BioGro™ formula, it combines organic Rosemary and Peppermint extracts to gently stimulate your scalp and encourage stronger, thicker-feeling hair. Because everyone deserves to feel confident in their locks. Free from sulfates, parabens, and always cruelty-free.
• •Facebook Ad (Uplifting & Community-Focused Tone): Join the thousands of Aussie women (and men!) discovering the Pump Haircare difference! From luscious curls to vibrant blondes and everything in between, we’re all about celebrating your unique hair journey with plant-based goodness that truly works. What's your Pump story? Share below! #PumpItUp #AustralianMadeHaircare #HealthyHairJourney
• •Email Newsletter Snippet (Friendly & Exclusive Tone): Hey [Customer Name], just a little something from your hair's best friend! We've noticed you love [product category, e.g., our curly range], so we thought you’d be excited to hear about our new [related product] – designed with your gorgeous locks in mind. Plus, a little treat inside just for our Pump family...
• •TikTok Video Caption (Engaging & Authentic Tone): Watch @[UserGeneratedContentCreator]'s amazing 4-week hair transformation using our Growth Shampoo & Conditioner! 😍 Real people, real results – that’s the Pump promise! 🌱🇦🇺 Have you tried it yet? Duet us with your progress! #PumpHairGrowth #HairTok #NaturalHaircare #AussieMade