Brand Tone

Playful and Fun, Urgent and Exciting, Approachable and Friendly, Value-Oriented, focusing on a "treasure hunt" shopping experience.

Brand Values

• •Value and Affordability
• •Discovery and Novelty
• •Family-Centric
• •Fun and Engagement
• •Inclusivity

Best Practices

• •Create a "Voice and Tone" Guide: Document the brand's personality traits, core values, and communication style. Include a "We Are/We Are Not" list (e.g., "We are playful, not silly; We are urgent, not pushy") and provide copy examples for different channels (social media, email, ads, customer service).
• •Use Language That Reinforces the Core Value Proposition: For a brand like Zulily, every piece of copy should subtly or overtly reinforce the ideas of "discovery," "value," and "urgency." Use words like *discover, uncover, snag, steal, ends soon, just-in,* and *limited-time*.
• •Tailor the Tone to the Channel (Without Losing the Voice): The core brand voice (e.g., fun, friendly) should remain consistent, but the tone can adapt. An Instagram post might be more playful and use emojis, while a customer service email about a shipping delay should be more empathetic and direct, yet still friendly and on-brand.
• •Emphasize Visual Storytelling: A brand focused on discovery and unique finds must have strong visual branding that matches its verbal tone. The photography, color palette (like Zulily's "Discovery Purple"), and graphic design should all feel cohesive and evoke the intended emotion, whether it's fun, whimsy, or value.
• •Train and Empower All Customer-Facing Teams: Brand tone isn't just for marketing. Customer service, social media managers, and anyone interacting with the public must be trained on the brand voice. Providing them with approved copy snippets and clear guidelines ensures a consistent customer experience, especially during negative interactions like handling complaints about shipping.

Social Perception

Initially, Zulily enjoyed a positive perception among its target audience of moms for its unique products and deep discounts. However, this perception grew increasingly negative due to long shipping times, inconsistent product quality, and restrictive return policies. The final perception was overwhelmingly negative, marked by customer anger and a sense of unreliability following the brand's abrupt shutdown and unfulfilled orders.

Copy Examples

• •It's here! The Scandinavian toy brand everyone's talking about (but it's gone in 72 hours).
• •Your kitchen called, it's bored. 📞✨ Wake up your home with up to 60% off quirky and clever kitchen finds. Tap to shop the event before it disappears!
• •Psst... The Back-to-School sneaker shop just dropped! 👟 Snag top brands for less before they run away.
• •Dressing them doesn't have to be stressful. Or expensive. Find new deals on kids' fashion, toys, and more every single day. Shopping for the family just got fun again. Download Zulily and discover your next great find!
• •The Holiday Toy Shop is OPEN! 🎁 Unwrap daily deals on LEGO, Melissa & Doug, and more. Don't wait for Santa's sleigh—these deals deliver the magic now.