Brand Tone

Enthusiastic & Passionate, Niche-Focused & Knowledgeable, Friendly & Approachable, Direct & Informative, Slightly Nostalgic/Traditional

Brand Values

• •Heritage & Craftsmanship
• •Uniqueness & Originality
• •Community & Engagement
• •Value & Customer Focus
• •Passion for Wargaming

Best Practices

• •Embrace the Niche: Don't shy away from wargaming-specific language. Your audience is knowledgeable. Use terms like "28mm scale," "resin masters," "skirmish games," etc., confidently. This shows authenticity.
• •Highlight Scottish Heritage & Craftsmanship: Regularly mention that products are "Made in Scotland" or "Crafted in our Scottish workshop." This reinforces quality and uniqueness.
• •Maintain a Friendly and Enthusiastic Voice: Use exclamation points where appropriate, address the reader directly ("Your Army, Your Way!"), and let the passion for the hobby shine through. Share "hearty greetings" and invite interaction.
• •Be Direct and Informative (Especially with Product Info): Clearly state scale, material, game system compatibility, and what's included. While the overall tone is friendly, product facts should be unambiguous.
• •Foster Community in Your Copy: Encourage engagement by referencing the Facebook group, blog, or forums. Ask questions ("What tales will you tell?") to invite customers into the brand's world. Mentioning "Gavin" or "the team" can also add a personal touch.

Social Perception

Positive Reputation, Appreciation for "Old School" Aesthetics, Good Customer Service, Vast and Diverse Range, Quality for Price, Reliable and Established

Copy Examples

• •Unleash the Fantastical! Your Next Adventure Starts Here. Dive into the unique worlds of Alternative Armies. From the battlefields of *Flintloque* to the far reaches of *The Ion Age*, our Scottish-made metal and resin miniatures are crafted with passion for gamers and collectors like you. What tales will you tell?
• •Old School Cool, New Adventures. Remember the charm of classic miniatures? We keep that spirit alive! Explore our vast "Oldhammer" style fantasy ranges and bring a touch of wargaming heritage to your tabletop. Quality sculpts, endless possibilities.
• •Your Army, Your Way! Single Figures Available. Don't need a whole regiment? We get it. At Alternative Armies, you can pick and choose individual miniatures to build your perfect force or find that one unique character. Crafted in Scotland, delivered to your imagination.
• •Fresh from the Forge! New Releases & Classic Heroes. The anvils in our Scottish workshop are always ringing! Check out the latest metal and resin recruits for your tabletop armies, alongside beloved classics returning to the fray. Join our Facebook group for all the news and a bit of banter!
• •More Than Miniatures – It's a Universe! Alternative Armies offers not just figures, but entire worlds to explore. Command Orcs in Napoleonic wars, lead Celtic heroes, or explore sci-fi frontiers. With decades of design and a passion for the game, we’re here to fuel your imagination.