Brand Tone

simple, direct, and reassuring

Brand Values

• •Simplicity
• •Convenience
• •Security
• •Agility
• •Human Support

Best Practices

• •Always Prioritize "Easy": Every piece of copy, from an ad to an error message, should reinforce the core value of simplicity. Use simple language, short sentences, and a direct tone. If it sounds complicated, rewrite it.
• •Focus on Benefits, Not Features: Instead of saying "We sell eSIMs," say "Get internet abroad without the hassle." The customer isn't buying a product; they are buying a solution to a problem (the inconvenience of staying connected while traveling).
• •Use Reassuring Language: Acknowledge that the technology might be new to some users. Use words like "secure," "guaranteed," "safe," and "support" to build trust, especially given the lack of third-party reviews. Highlight the "human support" aspect.
• •Maintain a Consistent Process Narrative: Always communicate the activation process as the same simple steps (e.g., "1. Choose, 2. Scan, 3. Connect"). This repetition builds brand recognition and makes the process feel predictable and reliable.
• •Develop a Content Strategy to Build Trust: The biggest weakness is the lack of social proof. The brand should actively work to change this. Create blog posts, video tutorials, and a comprehensive FAQ section. More importantly, implement a system to encourage and collect customer reviews (e.g., follow-up emails post-purchase) and display them prominently on the website to build credibility.

Social Perception

Due to a lack of significant online reviews or social media engagement, the brand's public perception is largely undefined. While clear, benefit-driven copy can be convincing, a lack of validating customer reviews and a medium-risk score from third-party sites may lead to a perception of the brand as new or not fully established, potentially resulting in a lack of trust.

Copy Examples

• •Don't Get Stuck on Airport Wi-Fi. Your trip is for exploring, not searching for a SIM card vendor. With eSIMfacil, get internet access the moment you land. Choose your destination, scan a QR code, and you're online. It's that simple. Get your travel eSIM today.
• •eSIM for Brazil | Instant Activation | eSIMfacil. Activate your Claro or Vivo eSIM 100% online. Keep your number or get a new one. Fast, secure, and no need to visit a store. Connect in minutes!
• •Wait! Is It the Complication You're Worried About? We get it, new tech can seem tricky. But "Fácil" (Easy) is our middle name. Three steps, two minutes, zero hassle. We have human support ready to help you make the switch to a simpler, more secure connection.
• •Welcome to Smarter Travel, [Customer Name]! Thanks for choosing eSIMfacil! You're just moments away from seamless connectivity. Your QR code is inside. Remember, with your new eSIM you can say goodbye to roaming fees and hello to secure, high-speed internet. Happy travels!
• •Physical SIM vs. eSIM: 5 Reasons to Make the Digital Switch Before Your Next Trip. Still swapping tiny plastic cards at the airport? There's a better way. Discover how an eSIM not only saves you time and money but also adds a layer of security to your travels. Let's break it down.