Brand Tone

Luxurious, Modern, Confident, and Quality-Focused

Brand Values

• •Exquisite Craftsmanship
• •Premium Quality Materials
• •Modern Design & Style
• •Exclusivity & Luxury
• •Attention to Detail

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document that clearly defines the brand's tone (Luxurious, Modern, Confident, Quality-Focused), personality, key messaging points, preferred terminology (e.g., "handcrafted," "Italian leather," "artisanal"), and words to avoid. This ensures everyone creating content is aligned.
• •Prioritize Quality & Craftsmanship in Language: Consistently use descriptive words that evoke the high-quality materials and meticulous construction of the products. Terms like "hand-selected," "premium," "meticulously crafted," "artisanal," and "genuine Italian leather" reinforce the brand's core values.
• •Maintain a Confident and Assertive Stance: The copy should reflect the bold designs of the products. Use strong verbs and declarative sentences. Avoid overly casual or hesitant language. The tone should assume a leadership position in style.
• •Emphasize Modern Luxury and Exclusivity: Use language that appeals to a discerning customer who values contemporary design and a sense of uniqueness. Highlight the Zurich origin and the "luxury label" aspect to build aspirational appeal.
• •Ensure Consistency Across All Channels: Whether it's website copy, social media captions, email marketing, or ad creatives, the brand voice must remain consistent. Regularly review content across all platforms to check for adherence to the established tone and values. This includes ensuring that any third-party retailers or marketers are also aligned with the brand's voice.

Social Perception

High-end brand, associating it with quality materials like Italian leather and handcrafted production. The aesthetic is generally seen as stylish and modern.

Copy Examples

• •Headline: Step into Distinction. Benjamin Berner. Body: Experience the pinnacle of Swiss design and Italian craftsmanship. Our handcrafted leather sneakers are more than footwear; they're a statement. Discover the art of modern luxury. Call to Action: Explore the Collection.
• •Headline: Uncompromising Quality. Unmistakable Style. Body: At Benjamin Berner, we believe true luxury lies in the details. From hand-selected Italian leathers to meticulous artisanal construction, each piece is crafted to elevate your every moment. Call to Action: Define Your Style.
• •Headline: Beyond a Label. It's a Berner. Body: Zurich-born, globally desired. Benjamin Berner blends contemporary edge with timeless craftsmanship. Feel the difference. Own the confidence. Call to Action: Shop New Arrivals.
• •Headline: The Art of Arrival. Perfected. Body: Make your mark without saying a word. Benjamin Berner footwear and apparel: where bold design meets luxurious comfort for those who lead, not follow. Call to Action: Discover Your Signature Piece.
• •Headline: Crafted for the Discerning. Designed for Now. Body: Embrace the fusion of traditional artisanship and modern aesthetics. Benjamin Berner offers luxury you can feel, and style that gets noticed. Call to Action: Experience Benjamin Berner.