Brand Tone

Authentic & Historical, Literary & Educated, Immersive & Evocative, Reverent & Respectful, Engaging & Welcoming, Passionate, Adaptable & Modern

Brand Values

• •Preservation
• •Authenticity
• •Education & Learning
• •Inspiration
• •Engagement & Connection
• •Storytelling

Best Practices

• •Immerse in Authenticity: Always ground your copy in the genuine historical context of Dickens, his home, and his era. Use specific details that evoke the period and the man himself.
• •Channel the Storyteller: Infuse a narrative quality into your writing. Dickens was a master storyteller; your copy should reflect a love for words, vivid descriptions, and engaging narratives, even in short formats.
• •Speak with Educated Passion: Combine knowledgeable insights with genuine enthusiasm. The tone should convey expertise and a deep appreciation for Dickens's literary and social impact, making it infectious for the reader.
• •Be Welcoming and Inclusive: While maintaining a respectful and historical tone, ensure the language is accessible and inviting to a broad audience, from devoted scholars to curious newcomers and families.
• •Maintain Consistency Across Platforms: Whether a tweet, a detailed blog post, or a physical sign, ensure the core tonal elements (authentic, literary, engaging, passionate, respectful) are present, adapting the expression to suit the medium and its audience.

Social Perception

Cultural Treasure, Authoritative Source, Highly Rated Visitor Experience, Immersive Journey, Dedicated & Knowledgeable Staff, Resilient & Forward-Looking

Copy Examples

• •Uncover the London that fuelled a literary legend. Our new exhibition, 'Dickens's Urban Muse,' delves into the cityscapes that inspired his greatest tales. Walk the streets of his imagination. Book your journey now.
• •From this very desk, worlds were born. Characters that live on, stories that changed literature. What's the first Dickens character that springs to your mind? Share your favourites below! #CharlesDickensMuseum #DickensDesk #LiteraryLegacy #VictorianLondon #OliverTwist
• •Searching for a gift as unique as a Dickensian character? Our exclusive collection, inspired by the life and works of Charles Dickens, offers timeless treasures. From replica first editions to bespoke homewares, bring a piece of literary history home. Shop the collection.
• •Become a custodian of stories. As a Member of the Charles Dickens Museum, you don't just visit history – you help preserve it. Enjoy exclusive access, special events, and the knowledge that you're keeping Dickens's spirit alive for generations to come. Join our family today.
• •Step into 48 Doughty Street and walk in the footsteps of Charles Dickens. Experience the authentic home where he wrote his early masterpieces, and feel the vibrant energy of Victorian London come alive. Your unforgettable literary pilgrimage starts here.