Brand Tone

friendly, approachable, and helpful

Brand Values

• •Customer-Centricity ("Customer First Principle")
• •Affordability & Value
• •Innovation & Design
• •Quality (Striving for)
• •Adaptability & Future-Oriented
• •Community & Contribution

Best Practices

• •Develop a "Brand Voice" Guide: Create a simple internal document outlining the core tone (e.g., "Friendly, Helpful, Value-Driven, Modern, Optimistic"), key message points (e.g., "designing the future of living," "affordable quality"), words to use, and words to avoid. Share this with everyone who creates content.
• •Prioritize Clarity and Simplicity: Avoid overly technical jargon or complex sentence structures. The language should be easy for a broad audience to understand, reflecting an approachable brand. This is especially important for product descriptions and assembly guides.
• •Emphasize Benefits alongside Features: Instead of just listing what a product *is*, explain how it *helps* the customer (e.g., "This compact desk *saves you space and keeps your work area tidy*" vs. "Desk dimensions: X by Y cm"). This aligns with being customer-centric.
• •Be Authentic and Transparent, Especially in Customer Interactions: When addressing reviews or issues (as seen in their review responses), maintain a polite and helpful tone, even when dealing with criticism. Acknowledge customer feedback and clearly state how issues will be addressed. This helps build trust, even when things go wrong. Avoid overly corporate or dismissive language.
• •Adapt Tone Slightly by Platform, but Keep Core Values Consistent: While Instagram might be more visual and aspirational, and Twitter more concise and direct, the underlying values of affordability, design, and customer focus should shine through in all communications. The "friendly expert" persona can adapt its delivery without changing its core message.

Social Perception

Generally positive as a value brand, Concerns about quality control and customer service, Seen as an E-commerce innovator, Trustworthy (with caveats)

Copy Examples

• •Headline (New Sofa Collection): "Your Living Room Refresh Starts Here. ✨ Stylish Sofas, Surprisingly Smart Prices. Discover the Tansu-gen Difference!" Body: "Tired of the same old look? Our new sofa collection blends contemporary design with the comfort you crave, all without breaking the bank. From cozy two-seaters to spacious sectionals, find your perfect match and create a home you love. Shop now and design your future, affordably!"
• •Social Media Post (Bedding Promotion): "Sleep better, live better. 😴 Our [Product Name] bedding is crafted for ultimate comfort and a dreamy night's sleep. High quality, gentle on your wallet. Tap to explore breathable fabrics and chic designs! #TansuGen #SweetDreams #HomeComfort #AffordableStyle"
• •Product Description Snippet (Storage Solution): "Say goodbye to clutter and hello to harmony! Our [Product Name] storage cabinet isn't just practical; it's a style statement. Designed in Okawa with modern living in mind, it offers ample space and a sleek look. Easy assembly, easier on your budget. Get organized today!" [Reference to Okawa history, practical benefits, value]
• •Email Subject Line (Seasonal Sale): "🌸 Spring into Savings! Up to 30% OFF Everything You Need for a Fresh Home!" Email Body Teaser: "Ready to welcome the new season? Tansu-gen makes it easy with incredible deals on furniture, bedding, and more. Design your dream space for less. Click to explore the sale!" [Enthusiastic, benefit-driven]
• •About Us Snippet (Website): "Since 1964, Tansu-gen has been dedicated to designing the future of living for our customers. From our roots in Okawa, Japan's famed furniture city, we've grown into an online destination for quality home essentials at prices that make sense. We believe everyone deserves a beautiful and comfortable home. Let us help you create yours." [Combines heritage with modern mission, approachable]