Brand Tone

Jumbo's brand tone is predominantly friendly, customer-centric, and focused on value and convenience. It aims to be approachable and helpful. The tone conveys reliability and a commitment to quality without being overly exclusive, aiming for broad appeal to Colombian households. Its communication often mixes promotional urgency with family-oriented language.

Brand Values

• •Quality and Variety
• •Customer Service and Satisfaction
• •Convenience and Accessibility
• •Value for Money
• •Social Responsibility

Best Practices

• •Define a Clear Brand Voice Guide: Establish a detailed document outlining specific adjectives, sentence structures, vocabulary, and phrases that align with Jumbo's friendly, reliable, and value-driven tone. Include examples of what to do and what to avoid.
• •Emphasize "Quality" and "Convenience" Consistently: Always integrate these core values into messaging, whether discussing products, services, or the shopping experience. Use phrases like "high quality," "easy shopping," and "delivered to your home."
• •Use Action-Oriented and Positive Language: Encourage immediate action (e.g., "Shop now," "Discover deals") while maintaining a positive and optimistic outlook that resonates with family-centric happiness and smart choices.
• •Integrate Value Proposition (e.g., "Quality doesn't cost more"): Regularly feature key slogans or their essence in various forms of copy, especially promotional materials, to reinforce the brand's commitment to affordability without sacrificing quality.
• •Maintain Omnichannel Cohesion: Ensure that the tone, messaging, and visual elements are consistent across all touchpoints – website, social media, email, in-store signage, and customer service communications – to provide a seamless brand experience.

Social Perception

Jumbo is widely perceived as a reliable, large-format retailer (hypermarket) that offers a vast selection of products, including a significant range of imported goods, at competitive prices. It is seen as a "one-stop-shop" similar to Target in the U.S. The brand has successfully embraced digital transformation, enhancing its online shopping and delivery services. While generally positive, the perception is tempered by some operational criticisms concerning in-store service speed and comfort, suggesting a gap between the digital experience and physical store execution.

Copy Examples

• •Quality & Variety at Your Fingertips – Jumbo Delivers! Discover the freshest produce, the latest tech, and everything your home needs. With Jumbo, high quality doesn't cost more, and shopping is always easy. Order online and receive it right at your door!
• •🎉 ¡Happy Family Moments Start Here! 🎉 This week, find incredible deals on your favorite supermarket essentials and brand-new appliances. At Jumbo, we bring happiness and perfect prices for you and your family. Shop smart, live better! #JumboColombia #FamilySavings
• •Upgrade Your Home, Simplify Your Life. Top-tier appliances, unbeatable prices. Enjoy expert advice and easy home delivery. Because at Jumbo, we're here to help you make the best choice.
• •Your Weekly Jumbo Picks: Freshness, Tech & More – Don't Miss Our Deals! Hello [Customer Name], Get ready to fill your cart with the best! From farm-fresh produce to cutting-edge electronics, our selection is designed for your needs. Shop effortlessly online and let us take care of the rest. Quality, convenience, always with Jumbo.
• •More than just a store, we're building a better Colombia. When you choose Jumbo, you support local producers, empower education, and foster a more inclusive community. High quality products with a purpose. That's the Jumbo difference.