Brand Tone

Aspirational yet Accessible, Confident and Passionate, Direct and Informative, Engaging and Community-Oriented

Brand Values

• •Affordable Luxury
• •Craftsmanship and Quality
• •Honesty and Transparency
• •Indian Pride
• •Customer-Centricity
• •Innovation and Modernity

Best Practices

• •Anchor in "Affordable Luxury": Every piece of copy, from product descriptions to social media posts, should balance the aspirational qualities of luxury (elegance, craftsmanship, timelessness) with the accessible nature of the brand (value, smart pricing, for everyone).
• •Weave in the Heritage Story: Subtly remind the audience of the 35+ years of manufacturing experience. This adds credibility and reinforces the "real watchmakers, not just marketers" value.
• •Embrace "Made in India" with Pride: Consistently highlight the Indian ownership and craftsmanship. This resonates with local pride and differentiates the brand.
• •Speak with Confidence, Not Arrogance: The tone should be self-assured about the quality and value offered, but avoid language that could alienate or sound overly boastful. Focus on the customer's benefit.
• •Encourage and Showcase Customer Voice: Actively feature customer reviews and user-generated content. This not only provides social proof but also reinforces the community and customer-centric values, allowing authentic experiences to echo the brand's promises.

Social Perception

Positive for Value, Growing Recognition, Curiosity about Origin/Quality, Appreciation for Design, Seen as a Good Alternative

Copy Examples

• •Headline: Frank Lord: 35 Years of Craftsmanship. Now on Your Wrist. Body: Before we were Frank Lord, we were the hands building icons. Experience decades of watchmaking expertise, now offered directly to you. Timeless design, premium materials, honestly priced. This isn't just a watch; it's our legacy, made for your everyday.
• •Instagram Caption: Elegance shouldn't break the bank. Our Split Turbo series – revolutionary split-tone dial, Roman power styling. Crafted for the bold, priced for the smart. Disrupting luxury, one tick at a time. #FrankLord #AffordableLuxury #IndianMade
• •Product Description Snippet (for a Skeleton Watch): Witness the heartbeat of time. Our Mechanis Noir Eclipse isn't just worn; it's experienced. A captivating black and gold skeleton dial reveals the intricate dance of precision engineering. Bold. Sophisticated. Undeniably Frank Lord.
• •Email Subject: You Deserve a Masterpiece. (Without the Masterpiece Price Tag) Body: At Frank Lord, we believe luxury is a feeling, not a price point. Discover our latest collection, engineered in India with world-class design and an obsession for detail. Why pay for hype when you can own heritage?
• •About Us Snippet: We're not just marketers; we're watchmakers. For over three decades, our hands crafted timepieces for renowned brands. In 2022, we signed our own name: Frank Lord. Our mission? To build India’s finest luxury watch brand, driven by quality, not gimmicks.