Brand Tone

Elegant, Professional, Aspirational

Brand Values

• •Heritage
• •Quality
• •Craftsmanship
• •Success
• •Elegance

Best Practices

• •Use an Elevated Lexicon: Consistently use words like "legacy," "heritage," "craftsmanship," "prestige," "unparalleled," and "timeless" to reinforce the brand's premium positioning. Avoid slang, overly casual phrases, or words like "cheap" or "deal".
• •Focus on Storytelling: Frame the product within a narrative. Don't just list features; tell the story of what the pen represents—success, art, history, and important life moments. The brand story is a key asset.
• •Associate with Achievement: Consistently link the brand to milestones and success. Use imagery and text that place the pens in environments of achievement, such as boardrooms, executive offices, and graduation ceremonies.
• •Emphasize the Guarantee: The lifetime warranty is a powerful differentiator that proves the brand's commitment to quality. This should be a recurring message in marketing copy to build trust and justify the premium price point.
• •Maintain Visual and Tonal Harmony: Ensure all written content is aligned with the brand's visual identity—which is clean, elegant, and professional. The tone of the copy should match the sophistication of the product photography.

Social Perception

Prestigious, Reliable, Traditional

Copy Examples

• •A Legacy in Hand. Introducing the new Townsend Collection, where a 175-year heritage of craftsmanship meets contemporary elegance. Define your signature.
• •Mark their achievement with a symbol of their future. A Cross pen is not just a gift; it is the first tool for a story of success yet to be written.
• •More than a pen, it's a promise. Our Lifetime Mechanical Guarantee is a testament to the quality we've upheld since 1846. #CrossLegacy #WriteWithCross
• •The final touch to a professional's desk. The Cross Century II, designed for moments of decision and distinction. Elevate your signature.
• •Give a gift that will be treasured for generations. Timeless design and unparalleled performance make a Cross pen the ultimate expression of admiration.