Brand Tone

The brand employs a dual tone: professional, artistic, and reverent on formal platforms, and personal, passionate, and narrative-driven on social media. The common thread is a profound appreciation for nature.

Brand Values

• •Authenticity
• •Local Pride
• •Artistic Integrity
• •Craftsmanship
• •Connection

Best Practices

• •Always make the New Zealand landscape the hero of the story; it should always serve to elevate the subject matter.
• •Share the experience behind the photo; don't just describe it. Mention the weather, time of day, and the feeling of being there to reinforce authenticity and connection.
• •Balance professional and passionate tones: use the website and professional listings for the 'reverent artist' tone, and social media/blogs for the 'passionate storyteller' tone.
• •Regularly reference specific locations within Northland and Whangarei to build authority and strengthen the brand's identity as a specialist, fostering local pride.
• •Every piece of content must use high-resolution, professionally curated images that reflect the brand's commitment to artistic integrity, ensuring quality visuals match the copy.

Social Perception

Alan Squires Gallery is perceived as a high-quality, specialized art provider and an authority on Northland landscape photography. It's seen as a respected and reliable business. Followers perceive Alan as an authentic artist, passionate about his craft and homeland, viewed as both a professional photographer and a local storyteller.

Copy Examples

• •The Coast's True Colours. It's not always blue skies and calm seas that show a landscape's real soul. This was the coast last Tuesday – wild, powerful, and absolutely breathtaking. I waited hours for this light to break through the storm. Moments like these are the essence of Northland's rugged beauty. See the full power of this scene on a fine art print. Link in bio. #AlanSquiresGallery #NZLandscape #StormySeas #NorthlandNZ #FineArtPhotography
• •Art That Lives in Your Home. Why limit New Zealand's beauty to a frame? Bring the stunning vistas of the Whangarei coast into the heart of your home with a custom glass splashback. Durable, unique, and a daily reminder of the landscape we love. Transform your kitchen today.
• •A New View From the Studio. Hi [Name], this week, I ventured out to the volcanic fields, chasing the early morning light. The result is a new collection that captures the ancient, quiet majesty of our region's unique geology. For me, each photo is a story of patience and awe. I invite you to be the first to explore these new works. [Link to new gallery collection]
• •Your Window to New Zealand. The view you've always dreamed of is waiting at Alan Squires Gallery. Specializing in fine art prints of Northland's most iconic and hidden landscapes. From large statement pieces to custom commissions, find the art that speaks to you. Visit our studio for a consultation.
• •Text on screen: The journey is part of the picture. (Video of Alan setting up a shot on a remote beach) Caption: It’s more than just a click. It’s the early starts, the long hikes, and the patient waiting for the perfect moment. This is how the magic happens. #BehindTheLens #NZPhotographer #ArtistLife #LandscapePhotography