Brand Tone

Professional & Established, Trustworthy & Reliable, Community-Oriented & Friendly, Traditional & Heritage-Focused, Helpful & Customer-Centric

Brand Values

• •Legacy & Tradition
• •Quality
• •Customer Satisfaction
• •Community
• •Reliability & Trust
• •Expertise

Best Practices

• •Emphasize Heritage Respectfully: Always nod to the "Since 1888" legacy, but frame it as a foundation for current quality and reliability, not just as an old company. Tone should be proud, not dated.
• •Balance Professionalism with Friendliness: While maintaining a professional demeanor suitable for corporate clients, inject warmth and approachability, especially on social media and in local communications. Use phrases that show you care about the customer's specific needs.
• •Spotlight Community Connection: Regularly feature local clients, events, and partnerships. This reinforces the "community-oriented" value and makes the brand more relatable to its local customer base. Use local vernacular or references where appropriate (e.g., #RVA).
• •Be Consistently Customer-Centric: Ensure all copy, from product descriptions to inquiry responses, focuses on how C.P. Dean can help the customer achieve their goals (e.g., "Let us help you find the perfect award," "We'll ensure your brand stands out").
• •Showcase Expertise Subtly: Instead of just stating "we are experts," demonstrate it. Share case studies (even brief ones), highlight the customization options available, or explain the benefits of certain products/materials. This builds credibility without sounding arrogant.

Social Perception

Respected Local Institution, Go-To for Awards & Customization, Reliable & Quality-Driven, Slightly Traditional/Old-School (in a positive way), Supportive of the Community

Copy Examples

• •Since 1888, C.P. Dean Company has been the trusted name for recognizing achievement and building brands in Richmond. Five generations of dedication, quality, and community focus – let our legacy help you create yours.
• •Elevate your brand with premium promotional products from C.P. Dean. From custom pens to bespoke corporate gifts, we deliver quality that speaks volumes. Build lasting impressions, the C.P. Dean way.
• •Supporting Richmond teams, businesses, and events for over a century! C.P. Dean is your local partner for custom awards, team apparel, and branded gear. Let's celebrate our community together. #RVA #ShopLocal
• •Have an idea? Need a solution? At C.P. Dean, we combine generations of expertise with a passion for your success. From concept to creation, we're here to help with all your award, apparel, and promotional needs.
• •Recognize excellence and boost your brand visibility. C.P. Dean Company offers expert solutions for corporate awards and branded merchandise that make an impact. Partner with tradition and quality – contact us today for a consultation.