Brand Tone

Patriotic, Craftsmanship-focused, Personalized/Custom, Friendly & Whimsical, Informative & Helpful

Brand Values

• •American Made/Patriotism
• •Quality Craftsmanship
• •Customer Satisfaction
• •Personalization & Expression
• •Affordability
• •Creativity & Artistry

Best Practices

• •Always Emphasize "Made in USA" & Craftsmanship: Ensure product descriptions, social media posts, and ad copy consistently highlight that products are designed and manufactured in Minnesota, reflecting American quality.
• •Incorporate Storytelling for Personalized Pieces: When showcasing custom work (with permission), tell the story behind the design or what it represents to the customer. This reinforces the value of "expressing what's important."
• •Maintain a Balance of Professionalism and Personality: While the craftsmanship is serious, the products (especially gnomes) allow for a more playful and friendly tone in marketing. Blog content and social media for these items can be more whimsical.
• •Use Clear, Confident Language Regarding Quality and Guarantees: Phrases like "meticulously designed," "satisfaction guarantee," and "built to last" should be used to build trust and underscore product value.
• •Educate and Inspire: Continue using blog and potentially social media content to offer home and garden decor tips, showcasing the versatility and beauty of metal art, thereby positioning the brand as an authority and source of inspiration.

Social Perception

Generally positive, customers seem pleased with product quality and customization. "Made in USA" and patriotism resonate well. Trusted for customization, but potential confusion with other "American Steel" companies exists. Online visibility is growing.

Copy Examples

• •Headline: American Craftsmanship, Steel Durability. Your Story, Etched in Metal. Body: From our Minnesota workshop to your home, American Steel Designs offers proudly USA-made custom metal art. Personalize your space with quality that lasts a lifetime.
• •Headline: Wave Your Pride! Patriotic Steel Art, Forged in the USA. Body: Showcase your love for country with stunning, handcrafted steel decor. Each piece is a testament to American spirit and quality craftsmanship. Free shipping over $99!
• •Headline: More Than Decor, It's a Statement. What Will Your Custom Steel Sign Say? Body: Let your walls speak. We specialize in high-quality, affordable custom metal art that expresses what’s important in life. Design yours today!
• •Headline: Add a Touch of Whimsy & Welcome! Discover Our Charming Garden Gnomes. Body: Bring your garden to life with our unique steel garden gnomes and decorative stakes! Crafted with care in the USA, they’re built to delight for seasons to come.
• •Headline: Quality You Can See, Craftsmanship You Can Trust. American Steel Designs. Body: Transforming your ideas into enduring steel creations. Explore our collections or let's create something uniquely yours. Satisfaction guaranteed.