Brand Tone

Classic & Traditional, Sophisticated yet Approachable, Celebratory & Personal, Quality-Oriented

Brand Values

• •Craftsmanship & Quality
• •Tradition & Heritage
• •Personalization & Individuality
• •Customer Satisfaction
• •Social Responsibility
• •Entrepreneurial Spirit

Best Practices

• •Emphasize Quality and Craftsmanship: Consistently use terms like "hand-stitched," "finest materials," "Italian leather," "solid brass," "durability," and "artisan-made" to reinforce the product's premium nature.
• •Maintain a Classic and Timeless Voice: Avoid overly trendy slang or fleeting buzzwords. Focus on language that evokes enduring style, tradition, and heritage.
• •Incorporate Storytelling: Share the brand's origin story, highlight customer experiences (with permission), and explain the inspiration behind designs to create a more personal connection.
• •Speak to Passion and Affiliation: Craft copy that resonates with customers' connections to universities, sports teams, hobbies, and personal interests. Use language that celebrates these loyalties.
• •Balance Sophistication with Approachability: While the brand is premium, the tone should remain friendly, inviting, and occasionally witty. Avoid overly formal or exclusive language. Ensure clarity and conciseness in all communications.

Social Perception

Positive: Generally viewed as a provider of high-quality, durable, and stylish needlepoint accessories. Customers often see the products as unique gifts and conversation starters. Aspirational & Prestigious: Associated with a classic, preppy lifestyle, and often linked to collegiate affiliations, country clubs, and high-end retailers. Premium Pricing: Recognized as a higher-priced brand, which most dedicated customers feel is justified by the quality and craftsmanship. Niche Appeal: While having a broad customer base, it particularly resonates with those who appreciate traditional aesthetics, personalization, and handcrafted items. Ethical Considerations: While the brand promotes its social responsibility, some online discussions raise questions about the commercialization of needlepoint and overseas manufacturing. However, others defend their business practices.

Copy Examples

• •Headline: Timeless Craftsmanship, Stitched for Your Story. Body: More than an accessory, it's a statement. Our hand-stitched needlepoint belts are crafted with the finest materials, designed to celebrate your passions and last for generations. Find the design that speaks to you. Call to Action: Discover Your Belt
• •Headline: The Perfect Gift? It's Personal. Body: From alma maters to beloved hobbies, give a gift that’s as unique as they are. Smathers & Branson needlepoint accessories are hand-stitched with care, making every piece a cherished keepsake. Call to Action: Shop Gifts They'll Treasure
• •Headline: Elevate Your Everyday. Body: It’s the details that define your style. Our needlepoint wallets and key fobs blend classic design with enduring quality, adding a touch of sophisticated personality to your daily essentials. Call to Action: Explore Accessories
• •Headline: Tradition You Can Wear. Quality You Can Trust. Body: Since 2004, Smathers & Branson has been dedicated to the art of needlepoint. Experience the difference of hand-stitched quality and timeless designs that never go out of style. Call to Action: Learn Our Story
• •Headline: For Life's Adventures, Big and Small. Body: From the golf course to the tailgate, our durable and distinctive needlepoint accessories are made to accompany you everywhere. Express your spirit with designs that are as vibrant as your life. Call to Action: Find Your New Favorite