Brand Tone

Authoritative, Professional, and Utilitarian

Brand Values

• •Tested Quality
• •Performance and Durability
• •Expertise as a Service
• •Reliability

Best Practices

• •Lead with Expertise: Always frame the narrative around the brand's unique selling proposition: 'tested by us.' Use phrases like 'From our workshop to yours,' 'The professional's choice,' and 'Trusted for 8 years in commercial upholstery.'
• •Focus on Performance, Not Just Features: Instead of saying 'UV treated,' say 'Resists fading and degradation under the harsh Australian sun.' Connect every technical feature to a tangible, long-term benefit for the customer.
• •Leverage Partner Brand Credibility: Explicitly mention and align with the reputations of Sunbrella, Dickson, and other premium brands stocked. This reinforces Bentwood's commitment to quality by association.
• •Maintain the Utilitarian Tone: Keep copy concise, clear, and professional. The customer is a busy professional who values efficiency. Avoid fluff and overly aspirational language; focus on facts, specifications, and applications.
• •Prominently Feature the 'Expert Advice' Angle: Make the direct phone line for Lee a key call-to-action. Position it as a 'professional consultation' or 'expert support line' to reinforce the value of the knowledge behind the products.

Social Perception

The brand is perceived by its target market not as a faceless online store, but as the retail front of Lee Wright, the expert upholsterer. Customers who find the brand are likely seeking specific, high-quality materials and value the access to professional-grade advice that is implicitly offered. The brand is seen as a credible, no-nonsense supplier for those 'in the know.'

Copy Examples

• •Beyond the Bolt: Fabrics We Use, Perfected for Your Project. Supplying commercial-grade canvas and marine vinyl, tested and trusted in our own Australian upholstery workshop for over 8 years.
• •The Sunbrella Canvas: Enduring Performance, Unmatched Style. Engineered with 100% solution-dyed acrylic, this fabric resists fading, mildew, and water. Ideal for awnings, outdoor cushions, and marine applications where failure is not an option. Backed by a 10-year warranty, it's the choice for projects that last.
• •Pro-Grade Marine Vinyl | Bentwood Textiles AU. UV & Tear Resistant. Shop The Choice of Upholsterers. Fast Shipping.
• •We Aren't Just Suppliers—We're Craftsmen. Bentwood Textiles was born from our own workshop, The Upholsterer Sydney. We only stock materials that meet our exacting standards for durability and performance because we use them every day. When you call us, you're not talking to a salesperson; you're talking to a professional.
• •Subject: The Right Canvas for Your Commercial Space. As a leading Australian supplier, we specialize in high-performance textiles like Sunbrella and Dickson for commercial applications. Our fabrics are selected for their proven durability and longevity, ensuring your investment looks its best for years. Let us know your project requirements, and we can provide expert recommendations and trade pricing.