Brand Tone

Passionate, enthusiast-driven, professional, expert, personal, and authentic, speaking the language of fellow fans while conveying high quality and precision.

Brand Values

• •Creativity & Design Excellence
• •Quality & Precision
• •Community & Shared Passion
• •Exclusivity

Best Practices

• •Always frame the narrative around the love for building and design, using words that convey excitement, dedication, and artistry.
• •Consistently use the founder's name, 'Henning', to reinforce the personal, expert-driven nature of the brand, building trust and highlighting exclusivity.
• •Use community-accepted terminology (e.g., AFOL, MOC, SNOT) where appropriate to connect authentically with the target audience.
• •Balance artistry with technical detail, including specific information about the design process, piece count, or unique building techniques to appeal to knowledgeable hobbyists.
• •Feature customer testimonials prominently, especially those mentioning the quality of instructions, clever design, and build satisfaction, to support core brand values.

Social Perception

Primarily shaped by direct interaction with its website and products, with an overwhelmingly positive perception among its customer base. Customers view BRiX by Henning as a reliable source for high-quality, expertly designed custom models, and Henning is perceived as a skilled and respected designer within his niche. Broader public perception is limited due to minimal social media presence.

Copy Examples

• •Beyond the box. This isn't just a build; it's a piece of engineering art, designed by a master for the discerning builder. Discover the new [Car Model Name] by Henning.
• •From my passion project to your display shelf. I spent over 100 hours perfecting every angle and function of this model. The digital instructions are crafted with the same precision, ensuring a build experience as rewarding as the final result.
• •BRiX by Henning is more than a store—it's the culmination of a lifelong passion. As a dedicated AFOL myself, I design the models I've always wanted to build. I'm thrilled to share them with you.
• •The beauty is in the details. Notice the clever use of the [part name] to create the perfect curve on the [model section]. It’s these small discoveries that make a build truly special. #BRiXbyHenning #AFOL #LEGOdesign
• •Expertly designed. Passionately built. Welcome to the home of exclusive custom models for the serious LEGO® enthusiast.