Brand Tone

Informative and Educational, Supportive and Helpful, Trustworthy and Experienced, Enthusiastic and Passionate, Professional yet Accessible

Brand Values

• •Environmental Responsibility & Safety
• •Quality and Performance
• •Innovation
• •Customer Focus and Education
• •Made in the USA & Family Business

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., informative, supportive, expert, eco-conscious) and provide examples of "do's and don'ts." Share this with everyone who creates content.
• •Prioritize Clarity and Education: Given CrystaLac's technical product nature and value of customer empowerment, always explain benefits and application in simple, clear terms. Avoid overly technical jargon where possible, or explain it if necessary.
• •Emphasize Core Values Consistently: Weave in mentions of non-toxicity, eco-friendliness, quality, and durability naturally within product descriptions, social media posts, and informational content. Let these values shine through the "why" behind the products.
• •Be Genuinely Helpful and Supportive: Whether writing FAQs, blog posts, or social media replies, aim to anticipate customer questions and provide thorough, encouraging answers. Foster a sense of community and partnership.
• •Review and Refine: Regularly review your website copy, social media interactions, and marketing materials to ensure they align with the desired tone. Gather feedback (internal and external) to identify any inconsistencies or areas for improvement.

Social Perception

A Go-To for Non-Toxic, Eco-Friendly Finishes, High-Quality with Excellent Results, Easy to Use (with a learning curve for some products), Supportive with Good Customer Service, Innovative for Specific Niches, A Bit Pricier but Worth It for the Benefits, Occasional Mixed Feedback

Copy Examples

• •Unleash your creativity without compromise! ✨ Our water-based Brite Tone gives your tumblers that stunning, glass-like shine you love, all while being non-toxic and eco-friendly. Breathe easy, create beautifully. What will you make today? #CrystaLac #SafeFinishes #CraftSmart
• •Protect your masterpieces for generations. CrystaLac® Extreme Protection Polyurethane offers a super-hard, crystal-clear, non-yellowing finish that stands up to life. Formulated with cutting-edge waterborne technology, it's low VOC and easy to apply by brush or spray, ensuring professional results with the safety you demand. Invest in durability, invest in peace of mind.
• •Dear Woodworking Professional, At CrystaLac®, we believe your health and the environment shouldn't be sacrificed for a flawless finish. For over 30 years, our family-led team has been innovating waterborne coatings that deliver superior durability and clarity. Discover our range of sealers, topcoats, and stains – all designed to be easy to use, incredibly tough, and eco-safe. Elevate your craft with CrystaLac®. Learn more on our site.
• •Hey everyone, and welcome back to the CrystaLac® channel! Today, we're diving deep into achieving that perfect, professional gloss on your custom guitar using our renowned Brite Tone Instrument Finish. We know how much passion goes into your creations, and our non-toxic, self-leveling formula is here to help you protect and showcase your artistry safely and effectively. Let's get started!
• •CrystaLac®: Leading the charge in sustainable coating solutions. Our mission is to empower industries with high-performance, environmentally safe waterborne finishes. With decades of R&D experience, we provide innovative products that reduce VOC emissions without compromising on quality or durability. Partner with us for a greener, brilliant finish. #SustainableCoatings #Innovation #Manufacturing #WaterborneTechnology