Brand Tone

Approachable professionalism, friendly, warm, community-oriented, authoritative, trustworthy, caring, reassuring, aspirational, and indulgent.

Brand Values

• •Community Trust
• •Customer-Centric Care
• •Quality and Premium Selection
• •Accessibility and Modernization
• •Health and Self-Care

Best Practices

• •Balance the Dual Identity: Always be mindful of the two sides of the brand as the clinical, trusted pharmacy and the premium, aspirational retailer. Use a professional and caring tone for health services and a more evocative, indulgent tone for beauty and lifestyle products.
• •Emphasize Community Roots: Regularly incorporate phrases like "your local Donegal pharmacy," "serving our community for over 40 years," or "family-run" to reinforce trust and local heritage.
• •Lead with Expertise: Whether discussing a prescription or a new perfume, frame the message from a position of professional knowledge. Staff are "fully qualified" and "trained experts," and products are "carefully curated." This elevates the brand above a standard retailer.
• •Maintain a Warm and Approachable Voice: Even when being professional, the tone should never be cold or impersonal. Use conversational language, ask questions, and feature staff to make the brand feel human and accessible.
• •Create a Cohesive Online-Offline Experience: Ensure the copy on the website and social media reflects the in-store experience. If the store is known for friendly, personal service, the digital copy should mirror that warmth and helpfulness in every post, product description, and customer interaction.

Social Perception

A cornerstone local business that is both a reliable healthcare provider and a destination for premium gifts and personal care items. Seen as an integral part of the Donegal Town business community, actively participating in local initiatives. Owners are recognized figures. Generally has a satisfied customer base.

Copy Examples

• •Your journey to radiant skin begins with expertise and elegance. Introducing the new [Brand Name] collection at Begleys. As your trusted health and wellness advisors for over 40 years, we’ve selected these products for their proven results and luxurious feel. Elevate your self-care ritual. Available in-store and online now.
• •Protect yourself and your loved ones this season. Our private consultation room is ready for you. Book your flu vaccination with our friendly, trusted pharmacists today. It’s quick, easy, and part of our commitment to keeping our Donegal community healthy. Tap the link to learn more.
• •Find that perfect something for that special someone at Begleys. From timeless fragrances to beautiful gift sets, we have everything you need to make them smile. Let our family help yours celebrate the moment. Pop in and let us help you choose.
• •Managing your prescriptions, made simple. With over 40 years of trusted service, Begleys Pharmacy offers easy repeat ordering and free blister pack services. Experience dedicated, confidential care from the team you know. Your health is our priority.
• •Meet Sarah, our skincare expert! With a passion for helping you find the perfect routine, she’s the friendly face behind our beauty counter. Have a question about Clarins or La Roche-Posay? Pop in and say hello – she’d love to help! #TeamBegleys #DonegalTown