Brand Tone

Professional, service-oriented, and confident

Brand Values

• •Quality and Durability
• •Safety and Protection
• •Customer Partnership and Service
• •Professional Identity and Team Spirit
• •Efficiency

Best Practices

• •Lead with "Professional" and "Quality": These words are central to the brand's identity. All copy, from ad headlines to product descriptions, should reflect a commitment to high standards and expertise.
• •Emphasize Service and Partnership: Use collaborative language like "we help," "we support," and "together." Frame the company not just as a seller, but as an expert consultant and reliable partner in outfitting a workforce.
• •Use Confident and Direct Language: Avoid weak or hesitant phrasing. Use strong, declarative sentences. The word "Uncompromising" ("Kompromisslos") is a powerful anchor; use this concept to convey a refusal to cut corners on quality or safety.
• •Highlight Benefits, Not Just Features: Instead of just saying "we do custom embroidery," say "We strengthen your team's identity with precision embroidery of your corporate logo." Connect the service to a higher-level business value like team spirit or brand visibility.
• •Maintain a Helpful and Accessible Tone in Service Communications: While the overall tone is professional, customer-facing service communications (like contact pages or email signatures) should be approachable and helpful, reinforcing the promise of being "happy to be there for you."

Social Perception

Perceived by customers as highly competent, reliable, and service-focused, a trusted supplier simplifying procurement. For the general public, visibility is low and perception is neutral, limited to the professional image projected by its website.

Copy Examples

• •Uncompromising Quality for Professionals. Your team's identity, safety, and performance—woven into every fiber.
• •Don't just wear your brand. Embody it. We provide premium, customized workwear that makes your team look, feel, and perform their best. Safety, durability, and professional identity, delivered. Learn more at bicons.ch.
• •Equip Your Team for Excellence | New Styles from MASCOT® Inside
• •Engineered for the toughest jobs. This jacket isn't just a piece of clothing; it's a promise of safety and freedom of movement, ensuring your team is protected and efficient, day in and day out.
• •For over a decade, we've been more than a supplier; we're a partner to Swiss professionals. We believe great work deserves great workwear. That’s why we offer uncompromising quality and dedicated service to help your team succeed.