Brand Tone

Curated/Exclusive, Quality-Oriented, Service-Focused, Masculine

Brand Values

• •Quality
• •Curated Selection
• •Customer Satisfaction
• •Accessibility (to a degree)

Best Practices

• •Define Your Man: Create a clear profile of the target customer. Is he rugged, sophisticated, minimalist, adventurous? Let this persona guide the language.
• •Vocabulary Guide: Develop a list of preferred words and phrases that align with curated, quality, and the specific masculine aesthetic (e.g., essential, crafted, distinctive, premium, robust) and words to avoid (e.g., cheap, basic unless ironically, overly trendy slang).
• •Focus on Show, Don't Just Tell: Instead of saying high quality, describe the materials, craftsmanship, or the reputation of the brands stocked.
• •Maintain Exclusivity (Subtly): Use phrases like handpicked selection, curated collection, discover the difference to reinforce the concept store feel without being alienating.
• •Consistent Voice Across Platforms: Even if it's just the website and email communications for now, ensure the tone is the same. If social media is adopted, this tone must carry over. Review copy regularly to ensure it aligns with the established voice.

Social Perception

Positive for Product Quality and Advice. Seen as a Go-To for Men's Fashion/Gifts in its Local Area. Generally Reliable. Potential Concern over Delivery Speed.

Copy Examples

• •Klubb Store: Curated essentials for the modern man. Discover your style.
• •Engineered for endurance, designed for distinction. The [Product Name] from Barbour is more than just an item; it's a statement.
• •New Arrivals: Handpicked For Klubb.
• •Weekend ready. Explore our latest collection from Deus Ex Machina and own your downtime. #KlubbStore #MensStyle #ConceptStore
• •At Klubb, we believe style is personal. That's why we meticulously select each piece from leading men's brands, offering a unique concept store experience in Le Mans and online. Quality, curated.