Brand Tone

Knowledgeable & Expert, Trusted & Reliable, Customer-Focused & Service-Oriented, Community-Oriented, Professional yet Approachable.

Brand Values

• •Quality
• •Expertise & Knowledge
• •Customer Satisfaction
• •Reliability & Trust
• •Community Support
• •Personalized Service

Best Practices

• •Prioritize Expertise and Helpfulness: Always aim to educate and assist. Frame copy around solving customer problems or helping them achieve their project goals, showcasing knowledge without being condescending.
• •Emphasize Trust and Reliability: Consistently mention years of experience, family-run status, and commitment to quality (e.g., "trusted for over 50 years," "Calgary's premier Benjamin Moore dealer").
• •Maintain a Friendly and Approachable Voice: Even when discussing technical aspects or professional products, use clear, accessible language. Welcome all customers, from contractors to DIYers.
• •Highlight Customer-Centric Services: Regularly feature benefits like custom color matching, knowledgeable staff assistance, delivery options, and convenient hours in your communications.
• •Showcase Community Connection (Where Appropriate): If participating in local events or charities, subtly weave this into narratives to reinforce the image of a supportive, local business. This builds goodwill and strengthens the "family-run" and "trusted local" aspects.

Social Perception

Positive Reputation with Professionals, Trusted Local Business, Helpful Resource, Limited Online Review Presence

Copy Examples

• •Headline: Calgary's Choice for Paint Expertise for Over 50 Years. Body: For five decades, Anilin Decorating Centre has been the trusted partner for Calgary's painters and DIY enthusiasts. Our family-run store offers more than just Benjamin Moore's finest paints; we provide the friendly expertise and personalized service to make your project perfect, from start to finish. Visit us and experience the Anilin difference.
• •Headline: Your Project, Our Priority. Expert Advice & Premium Paint. Body: At Anilin Decorating Centre, we know paint. Whether you're a seasoned contractor needing specialized coatings or a homeowner planning a weekend refresh, our knowledgeable team is here to guide you. With custom color matching, an extensive in-stock inventory, and a commitment to your success, we make buying paint quick, easy, and precise.
• •Headline: More Than a Paint Store – We're Your Project Partner. Body: From early morning openings for our hardworking contractors to free local delivery, Anilin Decorating Centre is dedicated to supporting your vision. As Calgary's premier Benjamin Moore dealer, we combine top-quality products with unbeatable service. Got a question? Need the perfect match? We're here to help.
• •Headline: Quality Paints. Lasting Results. Trusted Advice. Body: Transform your space with confidence. Anilin Decorating Centre offers a complete range of Benjamin Moore paints and high-quality supplies. Our experienced staff are passionate about helping you achieve a flawless finish, offering practical tips and personalized recommendations every step of the way.
• •Headline: Supporting Calgary's Homes & Businesses for Generations. Body: As a family-run business with deep roots in the community, Anilin Decorating Centre is proud to provide Calgary with exceptional paint and decorating solutions. We believe in quality products, expert knowledge, and building lasting relationships with our customers. Let's bring your vision to life, together.