Brand Tone

Professional, Knowledgeable, Reliable, Customer-Focused, Sustainable, Approachable

Brand Values

• •Customer Care/Focus
• •Quality and Reliability
• •Expertise and Knowledge
• •Sustainability
• •Integrity and Honesty
• •Collaboration and Growth
• •Enjoyment
• •Accountability

Best Practices

• •Develop a Central Tone and Voice Guide: Document the core attributes of Appleton Woods' brand voice (Professional, Knowledgeable, Reliable, Supportive, Sustainable). Include do's and don'ts, preferred terminology (e.g., "laboratory" vs. "lab" in formal contexts, "scientist to scientist support"), and examples of on-brand copy.
• •Prioritize Clarity and Precision: Given the scientific audience, all copy must be accurate, unambiguous, and technically sound. Avoid jargon where simpler terms suffice but don't shy away from technical specificity when needed.
• •Emphasize Expertise and Support: Consistently weave in the "scientist to scientist support" message and the availability of technical expertise. Highlight the team's qualifications and experience subtly.
• •Show, Don't Just Tell, Reliability: Instead of just saying "we are reliable," reference the company's long history (since 1967), ISO certifications, partnerships with leading brands, and customer testimonials to build credibility.
• •Integrate Sustainability Naturally: When discussing products or company initiatives, naturally incorporate sustainability efforts where relevant, reinforcing this as a core value without it feeling forced or like a secondary marketing ploy. Ensure claims are backed by specific actions (e.g., appCYCLE, carbon reduction plan).

Social Perception

Established and Reputable Supplier, Reliable Partner, Knowledgeable and Supportive, Progressive on Sustainability

Copy Examples

• •Website Banner/Ad: "Fueling UK Scientific Discovery Since 1967. Appleton Woods: Your trusted partner for quality lab supplies, expert support, and sustainable solutions. Explore our extensive range."
• •Email Subject for New Product: "Enhance Your Research: Introducing the [New Product Name] – Precision and Reliability from Appleton Woods."
• •LinkedIn Post: "At Appleton Woods, we understand the critical nature of your work. That's why we provide not only market-leading lab equipment and consumables but also dedicated 'scientist to scientist' support to ensure you have everything you need for your next breakthrough. Learn more about our commitment to UK labs: [Link to About Us/Support Page]"
• •Product Page Snippet (for an Appleton brand item): "The Appleton™ [Product Name]: Engineered for performance and consistency. Backed by our rigorous quality control and the Appleton Promise, delivering reliable results for your laboratory. [Learn More/View Specs]"
• •Sustainability Initiative Announcement: "Advancing Science, Responsibly. Our appCYCLE program makes lab plastics recycling simpler and more effective. Partner with Appleton Woods for a greener lab. Discover how: [Link to Sustainability Page]"