Brand Tone

professional, knowledgeable, specialized, and helpful

Brand Values

• •Quality and Specialization: Offering hard-to-find, specialized tools and materials for exhibition professionals.
• •Customer Support and Knowledge Sharing: Providing smaller quantities, answering "Where do you get this item?" questions, and offering seminars.
• •Community and Legacy: The message about retirement and the continuation of the catalog under new ownership highlights a value of continued service to their niche community.
• •Craftsmanship: Implied through the nature of their products and the focus on exhibition installation.

Best Practices

• •Know Your Audience: Always write with the specific needs, terminology, and professionalism expected by museum curators, conservators, and exhibition designers in mind.
• •Emphasize Expertise and Quality: Highlight the specialized nature of the products and the deep knowledge base of the company. Use precise language related to materials and techniques.
• •Maintain a Helpful and Supportive Voice: Position the brand as a partner in the exhibition process. Offer solutions and share knowledge, reflecting the origin of the catalog in answering "Where do you get this?"
• •Be Clear and Direct: Avoid overly casual or trendy language. Professionalism and clarity are key when dealing with specialized, often high-value, installations.
• •Acknowledge Legacy and Future: During the transition to Ely, Inc., ensure messaging is transparent, reassuring, and appreciative of the established community, while looking forward to continued service.

Social Perception

The perception among their direct customer base (museums, galleries, etc.) is likely that of a reliable and indispensable supplier of specialized goods. They are seen as a source for items not easily found elsewhere and as experts in their field, particularly in mountmaking. The personal tone of the retirement announcement suggests a close-knit community relationship. Outside of this niche, brand awareness is likely low due to the specialized nature of their products. There is potential for confusion with other companies using the "Benchmark" name.

Copy Examples

• •Headline: Elevate Your Exhibits: Precision Tools for Museum Professionals. Body: For over 30 years, Benchmark Catalog has been the trusted source for specialized exhibition supplies. From custom mountmaking to archival case dressing, find exactly what you need to bring your vision to life. Explore our catalog.
• •Headline: The Details Make the Display. Body: Don't compromise on quality. Our curated selection of hard-to-find hardware, fabrics, and pinning supplies ensures your artifacts are showcased safely and impressively. Need advice? Our expertise is always available.
• •Headline: A Legacy of Support for Curators and Conservators. Body: As Benchmark Catalog transitions to Ely, Inc., our commitment to providing exceptional tools and materials remains. We thank our community for decades of trust and look forward to continuing to serve your specialized needs. Learn more about the transition.
• •Headline: Master the Art of Mountmaking. Body: Discover the techniques and tools the experts use. Our resources and [occasional] seminars are designed to enhance your skills in artifact installation and exhibition preparation. Shop our mountmaking essentials.
• •Headline: Your Source for Exhibition Excellence. Body: From initial concept to final installation, Benchmark Catalog provides the specialized products that ensure your exhibits meet the highest standards. Quality materials, expert knowledge, enduring support.