Tono de Marca

Nostalgic Hopefulness and Re-emerging Challenger. The tone should aim to be reassuring and reliable, given the past issues and the current online-only model.

Valores de Marca

• •Encouraging Play and Development
• •Enriching Lives
• •Customer-Centricity (Aspired)
• •Adaptability/Innovation (Emerging)
• •Nostalgia & Trust (Legacy)

Mejores Prácticas

• •Embrace Nostalgia, but Focus on the Present/Future: Acknowledge the beloved history of the brand but clearly communicate the current online model and its benefits (e.g., convenience, wide selection).
• •Maintain a Playful and Positive Voice: Use language that evokes fun, imagination, and the joy of childhood. Keep it upbeat, even when addressing potentially dry information like shipping.
• •Be Clear, Reliable, and Transparent: Especially given past issues and the online-only nature, all communication (website copy, emails, social media) must be unambiguous about delivery times, stock availability, and return policies. Build trust through clarity.
• •Show, Don't Just Tell, the Magic: Use vibrant imagery and videos. Encourage user-generated content showcasing children enjoying their toys. Let the products and the joy they bring speak for themselves.
• •Ensure Consistency Across All Channels: The tone used on the website should match the tone on Facebook, Instagram, email newsletters, and any customer service interactions. Develop a simple brand voice guide for all team members who create content.

Percepción Social

Nostalgia & Brand Recognition, Skepticism & Concern, Hope for Revival, Online Experience Critical, Competition

Ejemplos de Copy

• •Homepage Banner: Still Your Home for Wonder! Explore thousands of toys and games online at Toys R Us Australia. Spark their imagination today!
• •Email Subject Line (for a sale): Remember That Feeling? Unwrap Joy with 20% Off Your Favourite Toys!
• •Social Media Post (New Product Arrival): G'day, Playtime! 👋 Geoffrey's found something NEW and EXCITING! [Product Name] has just landed, ready for adventures. Shop online now and let the fun begin! #ToysRUsAU #NewToys #Playtime
• •About Us Snippet: We're back, Australia! Toys R Us is here to help a new generation play, imagine, and explore. While our stores may look a little different (hello, online shopping!), our mission to bring you the best toys and spark endless smiles remains the same. Dive into our world of fun!
• •Customer Service Confirmation Email Snippet: Your Toys R Us order is packed with care and on its way! We're working hard to bring the magic straight to your door. Track your adventure here: [Link] (Focus on reliability and excitement).