Brand Tone

traditional, friendly, and expert

Brand Values

• •Heritage and Experience
• •Quality and Curation
• •Customer Service and Expertise
• •Community Focus

Best Practices

• •Lead with Heritage: Always lean into the 1975 founding date. Phrases like "For over 45 years," "A Cotswolds tradition," and "trusted since 1975" reinforce the brand's experience and reliability.
• •Emphasize Expertise: Use a supportive and educational tone. Frame product descriptions and social posts as advice from experts. For instance, "We recommend this paper for..." or "Our framing expert, Bill, suggests..."
• •Maintain a Friendly, Personal Voice: Use welcoming and direct language. Address the customer personally ("Your craft," "We're here to help you"). Sharing staff names or stories can enhance this personal connection, reflecting the in-store experience.
• •Highlight Curation and Quality: Instead of just listing products, explain why they are stocked. Use phrases like "Carefully selected," "Artist-grade quality," and "Chosen for its performance" to communicate the value of their curated inventory.
• •Bridge Physical and Digital: Consistently reference the physical stores in online copy. This grounds the e-commerce presence in the authenticity and trust of the brick-and-mortar locations. Use calls to action like "Visit us in Fairford" or "As seen in our Cirencester shop" to create a cohesive brand experience.

Social Perception

Coln Gallery is perceived as a reliable, high-quality, and traditional local business. Customers see it as a cherished and essential resource for art supplies, staffed by helpful experts. The high rating on their eBay store shows that this positive perception extends to their online sales, where they are seen as providing fast dispatch, good packaging, and accurate descriptions. The brand is viewed not just as a retailer, but as a supportive part of the local arts ecosystem.

Copy Examples

• •Your craft is our passion. Since 1975, Coln Gallery has been the trusted heart of the Cotswolds' art community. From professional-grade oils to your very first sketchbook, we carefully select every item to help your vision come to life. Explore our collection or visit our shops in Fairford and Cirencester for expert advice from artists, for artists.
• •That feeling when you find the perfect hue. ✨ We've been helping artists find their perfect match for over 45 years. What are you creating today? #ColnArt #CotswoldsArtist #ArtSupplies
• •Unlock a world of color with the Winsor & Newton artist's oil paint set. Chosen for its rich pigmentation and buttery consistency, it's a favorite among the professional artists who visit our Cirencester shop. We stand by its quality for creating works that last a lifetime.
• •At Coln Gallery, we believe the right tools can make all the difference. This week, our resident watercolor expert, Laura, shares her top 3 tips for capturing autumn light. Plus, we're excited to announce the arrival of the new Lamy pens—perfect for sketching on the go. Come say hello!
• •From hobbyists to masters, the Cotswolds' creative choice since 1975. The Coln Gallery offers a world of fine art materials, stationery, and bespoke framing, all backed by friendly, expert service. Visit us in Fairford or Cirencester and let's talk art.