Brand Tone

Expert and Knowledgeable, Supportive and Encouraging, Passionate, Approachable and Friendly, Quality-focused, Innovative

Brand Values

• •Customer Focus: Providing excellent support and ensuring customers achieve the best results.
• •Quality: Offering high-grade, durable, and reliable UK-made products.
• •Craftsmanship and Design: A passion for the aesthetic and functional possibilities of concrete.
• •Accessibility and Ease of Use: Making polished concrete achievable for DIYers as well as professionals.
• •Integrity and Trust: Being honest and helpful in their advice and service.
• •Innovation: Continuously developing smarter solutions and better materials.
• •Sustainability: Mention of eco-friendly shipping and bee-friendly products. They are proud to be a UK-based company using locally sourced materials.

Best Practices

• •Always Be Empowering and Supportive: Frame your copy to encourage users and make them feel capable of achieving great results, regardless of their experience level. Use phrases like "You can do it," "We're here to help," "Achieve your vision."
• •Showcase Expertise, Simply: Share knowledge and technical details in an accessible way. Avoid overly technical jargon where possible, or explain it clearly. Let the passion for the craft shine through.
• •Maintain a Friendly and Approachable Voice: Especially on social media, interact genuinely and with a human touch. Address customers directly and foster a sense of community.
• •Focus on Solutions and Benefits: Highlight how Concrete Lab products solve problems (e.g., difficulty of achieving high-end finishes, cost) and the beautiful, durable, and practical outcomes users can expect.
• •Be Authentic and Transparent: Share the brand story, introduce the people behind it (like Chris and Toby), and be open about product sourcing (UK-made) and values like sustainability where applicable.

Social Perception

Helpful and Supportive, Providers of High-Quality Products, Experts in their Field, Enablers of DIY Success, A Trustworthy UK Brand

Copy Examples

• •Website Hero Section: "Transform Your Space with Concrete Lab. Achieve stunning, professional-grade polished concrete surfaces with ease. Our UK-made microcement and GFRC kits are designed for you – whether you're a seasoned pro or a first-time DIYer. Let's build something beautiful together."
• •Instagram Post Caption (Showcasing a customer's bathroom renovation): "From dated to dazzling! ✨ Emma (@mybrixtonflat on IG) absolutely transformed her bathroom using our Microcement kit. Proof that a high-end concrete finish is within your reach! Got a project in mind? We're here to help you every step of the way. DM us your questions! #ConcreteLab #DIYSuccess #BathroomGoals #MicrocementMagic"
• •TikTok Video Idea (Founders giving a tip): "Hey DIYers! Chris and Toby here from Concrete Lab. Quick tip for a flawless microcement application: always ensure your surface is perfectly prepped! It makes all the difference. Got more questions? Drop them in the comments – we love helping you nail your projects! #ConcreteTips #HomeRenovation #PolishedConcrete #ExpertAdvice"
• •Product Description Snippet (for GFRC Worktop Mix): "Dreaming of a bespoke concrete worktop? Our GFRC Worktop Mix makes it simpler than you think. This lightweight, UK-made premix delivers a super smooth, incredibly durable finish with minimal fuss. Perfect for creating that statement piece you've always wanted. Need guidance? Our expert team is just a message away."
• •Facebook Ad Copy: "Ready to redefine your interiors? Concrete Lab offers premium, easy-to-use polished concrete solutions made right here in the UK. From sleek kitchen worktops to modern bathroom walls, achieve durable, stylish results without the hefty price tag or need for specialist tools. Explore our kits and get inspired today! #ConcreteDesign #HomeImprovement #UKMade #ConcreteLab"