Brand Tone

Sophisticated & Aspirational, Confident & Knowledgeable, Trustworthy & Community-Oriented, Traditional with a Modern Sensibility

Brand Values

• •Quality & Craftsmanship
• •Natural Ingredients
• •Masculine Confidence & Well-being
• •Tradition & Legacy
• •Community

Best Practices

• •Develop a "Brand Voice" Document: Clearly define the brand's personality, approved vocabulary (e.g., "gentleman," "crafted," "premium"), and phrases to avoid. Share this with anyone creating content.
• •Focus on "The Discerning Gentleman": Always write with this target persona in mind. Consider his values, aspirations, and the language that resonates with him.
• •Emphasize Quality and Craftsmanship: Consistently highlight the superior ingredients, meticulous processes, and the luxurious feel of the products. Use descriptive and evocative language.
• •Maintain Visual-Textual Cohesion: Ensure the tone of the copy aligns with the sophisticated and traditional imagery used on the website and social media.
• •Educate and Empower: Beyond selling, provide valuable grooming tips and advice. This reinforces expertise and builds trust, aligning with the knowledgeable and confident aspects of the brand tone.

Social Perception

premium, niche brand catering to men who are serious about their beard care and personal image.

Copy Examples

• •Instagram Post: "Elevate your ritual. Our [Product Name] is more than just beard care; it's a nod to the timeless art of distinguished grooming. Crafted with the finest natural ingredients for the gentleman who commands respect. #BostonBASED #DiscerningGentleman #BeardCare"
• •Facebook Ad: "Forge your legacy. A well-maintained beard speaks volumes. Discover the Boston BASED difference – where tradition meets modern craftsmanship. Shop our collection and redefine your presence. [Link to shop]"
• •Product Description Snippet: "Meticulously formulated with [Key Ingredient 1] and [Key Ingredient 2], our [Product Name] nourishes your beard, ensuring a look that is as confident as it is classic. Experience the pinnacle of grooming."
• •Email Subject Line: "For the Gentleman Who Values Excellence: Inside Boston BASED"
• •TikTok Video Caption (Showcasing product use): "From rugged to refined. ✨ Watch how our [Product Name] transforms your beard game. Level up your grooming. #BeardTransformation #MensGrooming #BostonBASED #GroomingRoutine"