Brand Tone

Knowledgeable & Experienced, Craft-Oriented & Passionate, Direct & Informative, Approachable & Helpful, Traditional & Heritage-Focused

Brand Values

• •Quality Craftsmanship
• •Tonal Excellence
• •Heritage & Experience
• •Musician-Centric
• •Authenticity

Best Practices

• •Emphasize Expertise & Heritage: Always weave in the decades of experience and the legacy of Kent Armstrong. Use phrases like "decades of design," "Kent Armstrong's proven expertise," "heritage of quality."
• •Focus on the "Why" (Tone & Musician): Connect every feature to the benefit for the musician – specifically, achieving their desired tone and enhancing their expression. Speak to their passion.
• •Use Clear, Respectful Language: Avoid overly casual slang but maintain an approachable, helpful tone. Be precise when describing sonic characteristics (e.g., "warm," "articulate," "punchy," "clear").
• •Highlight Craftsmanship (Especially for Handmade): When referring to USA handmade pickups, use terms like "meticulously crafted," "hand-wound," "artisan," "custom-voiced" to underscore their premium nature.
• •Maintain Authenticity: Be genuine. The brand is built on real experience and a passion for music. Let that authentic voice shine through in all communications, avoiding hype or exaggerated claims. Ensure clarity when differentiating between product lines (e.g., handmade vs. designed by).

Social Perception

Respected & Established, Two-Tier Perception (Handmade USA vs. Licensed/Imported), Go-To for Specific Niches (Jazz, Custom), Reliable, Knowledgeable Customer Base

Copy Examples

• •Headline: Unlock Your Signature Sound. Decades of Dedication in Every Coil. Body: At Armstrong Pickups, we don't just make pickups; we craft the heart of your guitar's voice. With Kent Armstrong's legacy of innovation and a passion for tone, discover handmade precision that brings your music to life. Explore the range. Find your dream tone.
• •Headline: The Heritage of Tone, Handwound for Today's Player. Body: From smooth, articulate jazz humbuckers to the raw power of a vintage P90, experience the Armstrong difference. Each USA handmade pickup is a testament to Kent Armstrong's lifelong pursuit of sonic perfection. Feel the history, hear the future.
• •Headline: More Than Wire and Magnets. It's Your Voice, Amplified. Body: Your guitar has a story to tell. Armstrong Pickups provide the clarity, warmth, and character to tell it authentically. Whether you seek vintage accuracy or modern versatility, our extensive range and custom options ensure your unique expression is heard.
• •Headline: Precision Engineered. Artistically Voiced. Body: For over 50 years, Kent Armstrong has been synonymous with exceptional pickup design. Our commitment to quality components and meticulous craftsmanship means every Armstrong pickup delivers unparalleled tonal richness and responsiveness. Elevate your instrument.
• •Headline: Don't Settle for Stock. Demand Armstrong. Body: Why blend in when your tone can stand out? Armstrong Pickups offer a spectrum of sonic possibilities, from the legendary handmade USA custom shop to our meticulously crafted licensed designs. Find the perfect match for your guitar and playing style.