Brand Tone

Warm, Traditional, and Service-Oriented

Brand Values

• •Heritage & Tradition
• •Customer Service Excellence
• •Quality
• •Community Engagement
• •Adaptability & Forward-Thinking
• •Family

Best Practices

• •Emphasize Heritage Authentically: Weave in the 1839 founding year and "longest-established" status where relevant, but ensure it feels genuine and connected to current offerings, not just a historical fact.
• •Prioritize Warm, Personal Language: Use welcoming, friendly, and approachable language. Phrases like "we're here to help," "your perfect fit," "a warm welcome awaits" reinforce the service-oriented nature. Avoid overly corporate or impersonal jargon.
• •Highlight Quality and Expertise: Talk about "finest brands," "hand-picked selections," "expert advice," and "knowledgeable staff" to underscore the commitment to quality products and service.
• •Speak to Community and Connection: Frame shopping as an experience and Burgess as a local touchstone. Use inclusive language that makes customers feel part of the Burgess "family" or community.
• •Balance Tradition with Modernity: While celebrating heritage, subtly introduce modern aspects like new online arrivals, contemporary brands, or innovative services within the store to show relevance and progression. Ensure imagery and tone on digital platforms feel current yet aligned with the established brand.

Social Perception

Burgess of Athlone is widely perceived as a cherished local institution with a strong legacy. Customers view it as a reliable source for quality goods and exceptional, personalized service. There's a deep appreciation for its traditional charm, which many find a refreshing alternative to more impersonal retail environments. The store is seen as an integral part of the Athlone community, a trusted name that has served generations. While its long history is a defining feature, its efforts to modernize (like the online store and "The Village") are also acknowledged, suggesting a brand that respects its past while looking to the future. It's considered a "magnet for shoppers" in the Midlands.

Copy Examples

• •Homepage Welcome Banner: "Welcome to Burgess of Athlone – Since 1839, we've been dressing families and styling homes with a personal touch. Discover timeless quality and the warmest service, right in the heart of the Midlands."
• •About Us Snippet: "For over 180 years, Burgess has been more than just a department store; we're a family tradition. Four generations dedicated to bringing you the finest fashions, homewares, and that friendly expertise you won't find anywhere else. Step in and feel the difference heritage makes."
• •Social Media Post (New Collection): "Our latest collection has arrived, blending contemporary style with the lasting quality you’ve always known from Burgess. Let our experienced team help you find your perfect piece. Pop in for a browse – a warm welcome awaits! #BurgessAthlone #NewSeasonStyle #ShopLocalAthlone #QualityAndService"
• •Email Subject Line (Sale): "A Burgess Treat: Timeless Quality, Special Prices Just For You." Email Body Snippet: "Generations of discerning shoppers have trusted Burgess for quality and value. This week, enjoy special savings on selected items, all with the same dedicated service you expect. Find a little piece of Athlone history to take home."
• •In-Store Signage (e.g., Lingerie Department): "Perfect Fit, Every Time. Our expert bra fitting service offers discreet, knowledgeable advice to ensure your comfort and confidence. It’s the Burgess promise of personal care, a tradition we’ve upheld since 1839."