Brand Tone

personal, passionate, and encouraging

Brand Values

• •Creativity and Individuality
• •Sustainability
• •Craftsmanship and Quality
• •Community and Empowerment

Best Practices

• •Always Speak in the First Person: Continue using "I," "me," and "my" to maintain the personal, artist-led feel of the brand. This reinforces that customers are connecting with a person, not a faceless company.
• •Tell the Story of Each Piece: For every furniture reveal, share a brief narrative. Mention where it came from, what its "before" state was, and the inspiration behind its transformation. This adds value and emotional connection.
• •Use Expressive and Sensory Language: Employ descriptive words that evoke feeling and texture—such as "vibrant," "velvety," "silky smooth," "bold," "cheerful"—to describe colours and finishes, making the copy more engaging.
• •Champion the "Why" Behind the "What": Consistently weave the brand's core values into the copy. When posting a project, mention sustainability ("saved from landfill"). When selling paint, highlight creativity ("unleash your inner artist"). This reinforces the brand's purpose.
• •Foster and Engage with Your Community: Actively respond to comments and questions with the same passionate and encouraging tone. Ask questions in your posts to invite conversation (e.g., "What colour would you have chosen?"), making your audience feel seen and part of the creative process.

Social Perception

The public and customer perception of By-George is overwhelmingly positive. The brand is viewed as a source of inspiration and high-quality, artistic work.

Copy Examples

• •I just had to save this old dresser from the shadows! It had such beautiful bones, but was hidden under a dark, tired finish. With a splash of vibrant 'Teal Tango' and some new gold hardware, it’s now ready for its second act. I love how the colour completely changes its personality. What a transformation!
• •Ever look at an old piece of furniture and dream of what it could be? Let me show you how! My next beginner's workshop has two spots left. We'll cover everything from prep to final finish, and you'll leave with the confidence to tackle any project. Let’s get creative together!
• •The secret to a flawless finish? It's all in the paint. This premium chalk paint offers incredible coverage and a velvety smooth texture that's a dream to work with. No sanding or priming needed on most surfaces—just open the tin and let your creativity flow. Available now on my website!
• •Have a sentimental piece that no longer fits your style? Don't hide it away—let's reimagine it together. I'm now booking commissions for August. We can work together to choose the perfect colour and finish to make your furniture the star of the room again.
• •For me, every piece of forgotten furniture tells a story. My passion is to give it a new chapter. At By-George, I pour my heart into hand-painting and restoring pre-loved items, transforming them into bespoke treasures that bring colour and joy into your home. It’s more than upcycling; it’s a celebration of artistry and sustainability.