Brand Tone

sophisticated, elegant, aspirational, and confident

Brand Values

• •Craftsmanship
• •Quality
• •Elegance
• •Individuality
• •Customer Satisfaction/Service
• •Uniqueness
• •Heritage and Refinement
• •Passion and Perseverance

Best Practices

• •Develop a Brand Voice Guide: Document the brand's tone (sophisticated, elegant, confident), key messaging points, preferred vocabulary (e.g., "meticulously crafted," "timeless elegance," "modern gentleman"), and words to avoid. Share this with anyone creating content.
• •Focus on "The Why": Always circle back to the brand's core values: craftsmanship, quality, elegance, individuality, and confidence. Let these values shine through in the language used. For instance, instead of just saying "nice tie," explain *why* it's exceptional (e.g., "Experience the luxurious drape of our Italian silk ties, designed for a perfect knot and timeless appeal").
• •Emphasize Benefits, Not Just Features: While mentioning materials like silk or cashmere is important (feature), focus on what these mean for the customer (benefit) – e.g., "Indulge in the unparalleled softness of our cashmere scarves for ultimate comfort and sophisticated warmth" (benefit) vs. "Cashmere scarf" (feature).
• •Maintain Visual & Textual Harmony: Ensure the copy's tone aligns with the visual elements used in marketing materials and on the website. The sophisticated imagery should be complemented by equally refined and polished text.
• •Review and Refine Regularly: Periodically review all customer-facing copy (website, social media, ads, emails) to ensure it consistently reflects the desired brand tone and values. Solicit feedback and make adjustments as needed to maintain a strong, cohesive brand voice.

Social Perception

Customers who purchase from Clifton Wilson likely perceive the brand as a provider of high-quality, luxury men's accessories that add a touch of class and distinction to their wardrobe. The association with Nordstrom likely enhances the perception of quality and reliability. The general public familiar with the brand (likely through its presence in Nordstrom or media features) would perceive Clifton Wilson as a premium brand for the modern gentleman. The founder's story of entrepreneurship and passion adds an authentic and relatable dimension. The "Black Owned/Founded" tag on Nordstrom also contributes to its identity.

Copy Examples

• •Headline: Define Your Distinction. Body: In a world of fleeting trends, Clifton Wilson offers timeless elegance. Our meticulously crafted accessories are more than adornment; they are an affirmation of your unique style and unwavering confidence. Discover the feel of true luxury. Call to Action: Explore The Collection.
• •Headline: The Art of Refinement. Body: Every Clifton Wilson piece is a testament to unparalleled craftsmanship. From the richness of Italian silk to the soft touch of cashmere, experience accessories designed not just to be worn, but to be felt. Elevate your every moment. Call to Action: Shop New Arrivals.
• •Headline: Beyond the Suit. It's a Statement. Body: Your style speaks before you do. Clifton Wilson accessories provide the signature touch that transforms an outfit into a personal statement of sophistication. Command attention, effortlessly. Call to Action: Find Your Signature Piece.
• •Headline: Crafted for the Connoisseur. Body: For the man who appreciates the finer details, Clifton Wilson delivers. Our commitment to quality materials and classic design ensures each accessory is an investment in enduring style and personal expression. Call to Action: Experience Clifton Wilson.
• •Headline: Your Confidence, Woven In. Body: The Clifton Wilson brand believes that building your wardrobe is a step towards building your confidence. Each tie, pocket square, and cufflink is designed to empower you to present your best self with elegance and poise. Call to Action: Dress with Intent.