Brand Tone

Aspirational & Stylish, Knowledgeable & Expert, Friendly & Approachable, Trustworthy & Reliable

Brand Values

• •Quality
• •Customer Focus & Service Excellence
• •Design & Style
• •Expertise & Knowledge
• •Family Heritage
• •Value/Affordability

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining the key characteristics of your brand's tone (e.g., Aspirational, Knowledgeable, Friendly, Stylish), with do's and don'ts and examples. Share this with anyone creating content.
• •Prioritize "You" over "We": While sharing expertise is important, frame benefits around the customer. Instead of "We have 25 years of experience," try "With our 25 years of experience, you can trust us to help you find the perfect lighting solution." This makes the copy more customer-centric and friendly.
• •Balance Aspiration with Accessibility: Showcase luxury and style, but ensure the language remains welcoming and not alienating. Highlight expert advice and the family-run aspect to make the brand feel approachable despite its high-end offerings.
• •Infuse Passion and Expertise Naturally: Let your love for design and lighting shine through. Share tips, insights, and stories behind products or designs. This reinforces expertise without sounding overly technical or dry. Use phrases like "We're passionate about..." or "Our experts suggest..."
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, email marketing, and even in-store signage is harmonious. Regularly review content across platforms to check for consistency in language and style. This builds a strong, recognizable brand identity.

Social Perception

Customers: View the brand as a reliable source for high-quality, stylish lighting and home products. They appreciate the excellent customer service, knowledgeable staff, and the unique product selection that often can't be found on the high street. The brand is seen as trustworthy and accommodating. Public/Professionals: Architects and designers hold Amos Lighting in high regard for their professionalism, creativity in lighting design, extensive product knowledge, and collaborative approach. They are seen as experts who add value to projects. Online Presence: The brand is viewed as a reputable e-commerce player, with a well-regarded website and a growing online presence. Their efforts to enhance user experience and brand identity are noted.

Copy Examples

• •Illuminate Your Story. For over 25 years, our family has been curating exquisite lighting and home decor to transform your spaces. Discover unique designs, expert advice, and the perfect glow for your home. #AmosLighting #LuxuryHome #DesignerLighting
• •Elevate your space from ordinary to extraordinary. The [Product Name] chandelier isn't just a light fixture; it's a masterpiece of design, meticulously crafted to bring a cascade of warm, inviting light and unparalleled style to your home. Our experts are on hand to help you envision its beauty in your space.
• •More Than Just Lights, We're Family. At Amos Lighting + Home, our passion for design and dedication to quality shines through in everything we do. As a family-run business, we're here to offer a personal touch and expert guidance, helping you find those unique pieces that make a house a home.
• •Let's Talk Lighting! Ever wondered how to create the perfect ambiance or choose the right fixture for that tricky corner? Our latest blog post dives into [Topic], sharing our team's top tips and design secrets, built on decades of lighting expertise. Read on and get inspired!
• •*(Visual: Quick cuts of beautiful room settings with Amos lighting)* Voiceover (warm, friendly): See your home in a new light. ✨ From statement pieces that wow, to subtle glows that comfort – find your perfect illumination with Amos Lighting + Home. Visit us online or in our Topsham showroom. Expert advice, always.