Brand – Build-a-bear

Word Bank

Playful

Build

Cute

friendly

cuddly

occasional

language for our internal messages

loveable

memories

explore

play

how we speak to our customers

caringly

professional

sweet

helpful

simple

child friendly

writing for our website

encouraging

child like

simple and sweet

creating content for brochures and catalogues

more imagery than info

various types of products

identifiable

 

 

Brand Dictionary

making memories

forever friend

loveable companion

love in every hug

let us help you

we’re doing our beary best to respond

friendly for everyone

one of a kind

add a little more heart to life

charitable

collections

occasions

exclusives

 

Tone of Voice Guide

three words which describe its essence

friendly

simple

sweet

A short strapline summarizing its raison d’etre

Build-a-bear brings to life the simplicity and the love and care of finding a forever companion through their brand to their customers.

 

Build-a-bear stands for the ability to give anyone and everyone special forever memories through their products, and to create a safe and warm environment in the process. Thy make use of very comforting, sweet and friendly language such as ‘special’ ‘let US help you’ ‘putting our hearts into everything we do’ ‘add a little more heart to life ‘ ‘beary much’ ‘love in every hug’ etc.