Brand Tone

Direct, relatable, value-oriented, quality-conscious, convenience-focused, British identity, friendly and approachable.

Brand Values

• •Fairness/Affordability
• •Quality
• •Convenience
• •Customer Empowerment
• •Simplicity
• •Honesty/Transparency

Best Practices

• •Maintain a direct and relatable tone, addressing customer frustrations with humor.
• •Emphasize value and cost-effectiveness without sacrificing quality.
• •Highlight the convenience and simplicity of the subscription service.
• •Incorporate British identity and cultural references.
• •Foster a friendly and approachable tone, emphasizing community and camaraderie.

Social Perception

Perceived as a provider of high-quality, affordable razors through a convenient subscription service, offering a practical and cost-effective alternative to expensive brands, appealing to 'discerning gentlemen' seeking value and quality.

Copy Examples

• •Stop getting ripped off by overpriced razors!
• •Shaving, evolved for the discerning gentleman.
• •Experience high-quality blades at a fair price, delivered to your door.
• •Join the club and say goodbye to 'daylight robbery' at the checkout.
• •Grown by mates referring their mates - that's the Sterling Shave Club ethos.