Brand Tone

artisanal, sophisticated, and slightly playful

Brand Values

• •Craftsmanship & Quality
• •Local Heritage
• •Sophistication & Style
• •Durability & Natural Materials

Best Practices

• •Bridge the Brand Identity: Clarify the relationship between Boiswood Construction and the BOISWOOD e-commerce site. A unified "Our Story" or "About Us" page that explains the evolution from architectural doors to fine wood products would create a cohesive and powerful brand narrative.
• •Emphasize "Local" and "Heritage": Consistently use keywords like "Quebec," "Canadian wood," "local artisans," and "family-owned heritage" to build a strong, authentic brand identity that resonates with customers seeking unique, non-mass-produced items.
• •Maintain a Sophisticated Yet Playful Tone: Continue blending elevated language ("artisanal," "sophistication," "masterpiece") with witty, engaging phrases ("Wooden you agree?"). This creates a memorable and distinctive brand personality.
• •Use Storytelling for Every Product: Don't just list features. Describe the type of wood, its origin, and the process of creation. For example, instead of "White Oak Pen," use "Crafted from sustainably sourced white oak from the Laurentian forests."
• •Reactivate and Align Social Media: Resurrect the social media profiles, rebranding them to match the e-commerce store. The content should shift from large construction projects to the detailed craftsmanship of the products, behind-the-scenes looks at the workshop, and features on the artisans. This will create a consistent online presence and a direct funnel to the store.

Social Perception

It projects an image of a high-end, niche retailer of quality woodcrafts. The connection to Michelena Architectural Wood Doors lends it a backbone of established expertise in woodworking. Public perception, however, remains largely undefined due to a lack of customer testimonials and specific online reviews.

Copy Examples

• •Don't just write. Create. The BOISWOOD fountain pen, carved from a single piece of Quebec white oak, transforms every signature into a statement. Feel the history of the wood in your hand. Experience timeless craftsmanship. #Boiswood #ArtOfWriting
• •Your culinary creations deserve a worthy stage. Our artisanal cutting boards are where local wood meets timeless design, making every meal a masterpiece. Hand-finished in Saint-Eustache. #Boiswood #KitchenArtisan
• •From the Forests of Canada to Your Home. BOISWOOD is more than just wood; it's a legacy of craftsmanship. A division of Michelena Architectural Wood Doors, we bring generations of expertise to every piece we create.
• •Give a gift that tells a story. Our wooden fountain pens are perfect for celebrating milestones—graduations, promotions, or a simple thank you. A piece of Canadian heritage they'll cherish for a lifetime. #BoiswoodGifts #MadeInQuebec
• •Elegance, Meet Artistry. Discover the BOISWOOD Collection. Tired of the disposable? At BOISWOOD, we believe in creating objects with soul. Explore our new collection of handcrafted wooden essentials that bring warmth and character to your daily routine.