Brand Tone

Professional & Expert, Trendy & Stylish, Passionate & Creative, Approachable & Personal, Confident

Brand Values

• •Quality & Excellence: Using top-tier products and delivering high-standard hairdressing services.
• •Creativity & Artistry: Viewing hairdressing as a craft and an art form.
• •Customer Experience & Personalization: Focusing on providing a relaxing and tailored service to each client.
• •Passion for Hair: A genuine love for the profession is a core message.
• •Modernity & Trend-Awareness: Staying current with the latest hairstyling techniques and trends.

Best Practices

• •Develop a Core Messaging Document: Outline key brand attributes, values, target audience, and the desired emotional response. Share this with anyone creating content.
• •Use a Consistent Vocabulary: Identify keywords and phrases that align with the brand (e.g., "artistry," "bespoke," "transform," "radiant," "moment for yourself") and those to avoid (e.g., "cheap," "basic," overly informal slang unless strategically used on platforms like TikTok).
• •Prioritize Visual-Verbal Harmony: Ensure the tone of the copy matches the style of the visuals. For By John, sleek, high-quality images should be paired with equally polished and professional, yet inspiring, text.
• •Adapt to the Platform, Maintain the Essence: While the execution might vary (e.g., more emojis and trending sounds on TikTok, more detailed explanations on the website blog), the core values of expertise, style, and personal care should always shine through.
• •Listen and Reflect Client Language (Subtly): Pay attention to how satisfied clients describe their experience in reviews. Incorporating their positive language (e.g., "felt at ease," "precise," "loved the result") naturally into the brand's copy can build resonance and authenticity.

Social Perception

Positive Reputation for Hair Services, Seen as Skilled and Professional, Associated with Quality, Trendy Spot

Copy Examples

• •Instagram Post (Image: Stunning balayage transformation): Obsessed with this sun-kissed transformation! ✨ At By John, we're passionate about crafting personalized colors that enhance your natural beauty and make you shine. Ready for your own hair story? Tap the link in bio to book your Amsterdam salon experience. #ByJohn #AmsterdamKapper #BalayageSpecialist #HairGoals #LuxuryHair
• •Website Homepage Headline: By John: Where Amsterdam's Style Meets Expert Hair Artistry. Your Moment. Your Look.
• •Facebook Ad (Targeting users interested in hair care): Tired of bad hair days? Discover the By John difference in the heart of Amsterdam. Our experienced stylists use only the finest products (hello, KEVIN.MURPHY & Olaplex!) to create a look you'll love. It's more than a haircut, it's a moment for you. Learn more & book online: [link]
• •TikTok Video Caption (Short clip of a stylist skillfully cutting hair): Precision. Passion. Perfect hair. ✂️ That's the By John promise. Come see us in Amsterdam! #Haircut #AmsterdamStylist #ByJohnNL #SatisfyingCuts #HairTransformation
• •"About Us" Snippet for a Local Directory: By John isn't just a hair salon; it's your Amsterdam sanctuary for exceptional hair. Led by John Gillissen's 25+ years of expertise, we blend artistry with the latest trends and premium care. Step in for a transformative experience and leave feeling refreshed and fabulous.