Brand Tone

Approachable, Friendly, Expert, Informative, Confident, Modern, Community-Focused, Slightly Humorous/Engaging

Brand Values

• •Quality
• •Customer-Centricity ("It's About You!")
• •Being Presentable
• •Accessibility and Convenience
• •Trust and Transparency
• •Empowerment

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of your tone (e.g., Friendly, Expert, Confident, Witty). For each characteristic, list "Do's" (e.g., Use contractions for approachability; Share genuine advice) and "Don'ts" (e.g., Avoid overly technical jargon; Don't be condescending).
• •Know Your Audience, Speak Their Language: Understand the modern man interested in grooming. Use language that resonates with him – direct, benefit-oriented, and relatable, avoiding overly formal or outdated terms. Refer to shared experiences or challenges in grooming.
• •Prioritize "Confident & Approachable Expertise": Balance informative content with a friendly, down-to-earth delivery. Share knowledge without being preachy. Think of it as advice from a knowledgeable friend, not a lecture.
• •Infuse Values into Messaging: Let core values like "Being Presentable" and "Customer-Centricity" shine through. For instance, copy can emphasize how products help customers feel more confident or highlight the ease of the shopping experience and support.
• •Maintain Consistency Across All Channels: Ensure the tone used in website copy, product descriptions, email newsletters, social media captions, and even customer service responses is aligned. Regular internal reviews of content can help maintain this consistency.

Social Perception

Highly Positive Customer Service, Reliable and Efficient, Good Value and Product Range, Trusted Source for Men's Grooming, Community Builder. The brand is generally perceived as a reputable, customer-focused retailer specializing in men's grooming, offering a wide selection and excellent service.

Copy Examples

• •Headline: Nail Your Look. Effortlessly. Body: Stop scrolling, start styling. At Above The Collar, we've curated the best in men's grooming so you can spend less time searching and more time owning your day. From sharp hair to smooth skin, find your new essentials with us. Feel good, look even better. CTA: Discover Your Edge
• •Headline: More Than Just Grooming. It’s Confidence. Body: We get it. When you look your best, you feel unstoppable. That's why Above The Collar is here – your go-to for top-tier grooming gear and expert advice. Join the community of men who know that being presentable isn't a chore, it's a statement. CTA: Shop Now & Elevate
• •Headline: Got Grooming Questions? We’ve Got Answers (And Awesome Products). Body: Whether you're battling beardruff or seeking the perfect pomade, our team of grooming gurus and our handpicked selection have you covered. Think of us as your mates who just happen to know a *lot* about looking dapper. CTA: Ask Us Anything | Explore Bestsellers
• •Headline: The Secret’s Out: Great Grooming is This Easy. Body: Forget complicated routines. Above The Collar delivers premium grooming essentials right to your door. Quality products, no-fuss shopping, and the confidence that comes with it. Ready to upgrade your routine? CTA: Find Your Perfect Product
• •Headline: Join the Ranks of the Well-Groomed. Body: Looking good is one thing. Feeling like you’re part of something bigger? That’s Above The Collar. We’re more than a store; we’re a community dedicated to the art of being presentable. Quality gear, expert tips, and zero judgment. CTA: Become an ATC Insider