Brand Tone

Professional & Authoritative, Quality-Driven & Craftsmanship-Focused, Supportive & Community-Oriented, Innovative & Established, Slightly Understated Confidence

Brand Values

• •Quality & Durability
• •Craftsmanship & Made in USA
• •Innovation
• •Customer Support & Education
• •Reliability & Consistency
• •Empowering Creativity

Best Practices

• •Prioritize Quality and Durability in Language: Consistently use words that convey robustness, longevity, precision, and superior performance (e.g., "rugged," "handcrafted," "precision-engineered," "unwavering," "consistent").
• •Speak to Professionals with Respect and Understanding: Address your audience as knowledgeable peers. Avoid overly simplistic language but ensure technical information is clear and accurate. Acknowledge the challenges and demands of their work.
• •Showcase, Don't Just Tell: Instead of only claiming quality, feature user testimonials, behind-the-scenes footage of products in use by professionals, and high-quality imagery/videography created with your tools. Let the results speak.
• •Maintain a Helpful and Supportive Stance: Offer genuine advice, tips, and educational content. Position the brand as a partner in the creative process, not just a seller of equipment.
• •Emphasize Heritage and Innovation Appropriately: Balance the brand's established reputation and history with its commitment to current and future lighting needs. Highlight "Made in USA" where relevant as a mark of quality and craftsmanship.

Social Perception

Industry Standard, Reliable Investment, Trusted by Professionals, High-Quality Light Output, Robust and Roadworthy

Copy Examples

• •Shape light with precision. The Chimera OctaPlus 5 delivers a beautiful, wrap-around quality that’s become an industry staple. Built tough in Colorado for the demands of any set. See the difference craftsmanship makes. #ChimeraLighting #LightShaping #OctaPlus #ProfessionalLighting
• •Illuminating Vision: We're consistently blown away by the incredible work of our community. This month, we spotlight [Photographer/DP Name] and their stunning use of the [Chimera Product] on their latest project. Read their story and get inspired. #ChimeraCommunity #LightingProfessionals #BehindTheScenes
• •Invest in Light That Lasts. For over 40 years, Chimera has been dedicated to crafting durable, reliable light shaping tools that professionals trust. Handcrafted in the USA, built for your career. Discover the Chimera advantage. #ChimeraQuality #MadeInUSA #ProfessionalGear
• •Mastering soft light starts with the right tools. Our latest tutorial breaks down how to achieve [Specific Lighting Effect] using the Chimera Small Strip Bank. Perfect for [Application]. Watch now and elevate your lighting game. #ChimeraTutorials #LightingTips #SoftLight
• •From our workshop in Boulder, Colorado, to sets around the globe – Chimera Lighting has always stood for uncompromising quality and innovation in light modification. We’re proud to support the visionaries who shape light every day. #ChimeraLegacy #Craftsmanship #LightingInnovation