Brand Tone

Professional, Traditional, and Passionate

Brand Values

• •Craftsmanship
• •Heritage
• •Authenticity
• •Customer Satisfaction

Best Practices

• •Prioritize Heritage-Focused Language: Always use a vocabulary that evokes tradition and history. Words like "heritage," "legacy," "handcrafted," "authentic," "timeless," and "traditional" should be central to the brand's lexicon.
• •Educate, Don't Just Sell: Frame content to be informative. Create guides, explain the symbolism behind designs, and detail the crafting process. This builds authority and shows passion beyond the sale.
• •Emphasize the Artisan: Remind the audience that products are made by skilled artisans, not machines. Use phrases like "meticulously handcrafted," "artisan-made," and "shaped by hand" to reinforce the value of craftsmanship.
• •Maintain a Formal and Respectful Tone: The subject matter is culturally significant, so the tone should always be respectful. Avoid casual slang, overly familiar language, or aggressive sales tactics. The voice should be that of a knowledgeable and passionate expert.
• •Let Quality Speak for Itself: Use customer testimonials and detailed product photography to support claims of quality. The copy should reflect confidence in the product's superior craftsmanship, allowing its features and positive reviews to validate the brand's promises.

Social Perception

High-Quality & Authentic, Trustworthy, Specialized & Niche

Copy Examples

• •Introducing the Cairngorm Collection. More than an accessory, each sporran is a piece of history, handcrafted to honor the enduring spirit of the Highlands. Meticulously shaped from the finest leathers and pewter, these are heirlooms in the making. Carry tradition with you.
• •Your wedding day is a chapter in your family's story. Adorn it with authenticity. Our handcrafted kilt pins and buckles are forged from tradition, designed to be treasured for generations. Discover the piece that completes your heritage look.
• •The Thistle Pewter Kilt Pin is a proud testament to Scottish resilience and beauty. Cast in traditional English pewter and finished by hand, its weight and detail signify true craftsmanship. Secure your plaid with a symbol of the Highlands, crafted with reverence for the art form.
• •At Braemar Highlandwear, we don't just sell accessories; we are custodians of a legacy. Each piece begins with a deep respect for Scottish tradition and ends in the hands of an artisan dedicated to its preservation. Our work is a bridge between the past and your present, ensuring the heart of the Highlands beats strong.
• •What does your kilt buckle say about you? Beyond its function lies a world of symbolism. The Celtic Knot speaks of eternity, while the Rampant Lion roars of valor. Join us as we explore the stories cast in pewter and discover the deeper meaning in your Highlandwear.