Brand Tone

Helpful, Informative, Customer-Focused, Friendly, Value-Oriented, Promotional, Confident, Assuring, Direct and Straightforward.

Brand Values

• •Customer Satisfaction
• •Quality Products
• •Value and Affordability
• •Canadian Made
• •Convenience
• •Better Sleep for Everyone

Best Practices

• •Prioritize Clarity and Honesty: Ensure all marketing communications, especially regarding sales, guarantees (like the 100-night trial terms – clearly stating it's for exchange), and delivery estimates, are clear, transparent, and consistently applied to build trust and manage expectations. Address negative feedback constructively and transparently.
• •Emphasize Solutions and Expertise: Position the brand as a knowledgeable resource. Use helpful language that educates the consumer about finding the right sleep solution, rather than just pushing a sale. Highlight the expertise of the staff.
• •Maintain a Friendly and Approachable Voice: Whether on social media, in email responses, or website copy, use a warm, welcoming, and helpful tone. Avoid overly technical jargon unless clearly explained.
• •Showcase Customer Success & Canadian Pride: Regularly feature positive customer testimonials (with permission) that reinforce brand values like quality, good service, and the benefits of Canadian-made products. This adds authenticity and social proof.
• •Be Consistent Across All Channels: Ensure the tone used on the website aligns with social media posts, advertising materials, and in-store interactions. Develop brand voice guidelines for all staff and content creators to follow.

Social Perception

A source for quality Canadian-made mattresses with knowledgeable staff and good service, but with some inconsistencies in customer experience and reputation management required.

Copy Examples

• •Headline: Sleep Soundly, Save Smartly. Your Canadian-Made Mattress Awaits. Body: At Direct Bed, we believe everyone deserves a rejuvenating night's sleep without breaking the bank. Explore our range of locally crafted, high-quality mattresses and enjoy our 100-night comfort trial. Better sleep is just a click away!
• •Headline: RV Adventures Start with Great Sleep! Custom Mattresses for the Road. Body: Don't compromise on comfort in your home-on-wheels. Direct Bed offers custom-sized RV mattresses, made in Canada, to fit your space perfectly. Get expert advice and fast delivery. Your best road trip sleep starts here!
• •Headline: Confused About Coils vs. Foam? Our Sleep Experts Are Here to Help! Body: Finding the perfect mattress can be overwhelming. Let the friendly team at Direct Bed guide you. We'll listen to your needs and help you choose the ideal mattress for your sleep style and budget. Quality sleep, simplified.
• •Headline: Wake Up Refreshed! Discover Top Mattress Deals at Direct Bed. Body: Why pay more for premium comfort? Direct Bed offers unbeatable prices on top mattress brands and our own expertly crafted line. Plus, enjoy speedy delivery and our 100-night hassle-free exchange. Invest in your rest today!
• •Headline: From Our Workshop to Your Bedroom: Quality You Can Trust. Body: We're proud to support Canadian manufacturing and bring you mattresses built with care and precision. Experience the Direct Bed difference – superior materials, expert craftsmanship, and a commitment to your best sleep.