Brand Tone

Passionate, Sophisticated, and Authoritative

Brand Values

• •Commitment to Quality
• •Appreciation for Heritage
• •Passion for the Game
• •Customer Trust

Best Practices

• •Lead with Passion and Expertise: Always write from the perspective of a chess lover. Use language that demonstrates deep knowledge of the game, its history, and the materials used. Phrases like "For the discerning player," "A tribute to the classic design," or "The satisfying heft of a weighted piece" reinforce this tone.
• •Emphasize Craftsmanship and Materials: Consistently highlight the handcrafted nature and premium quality of the products. Use evocative and sensory words to describe the wood, the weight, and the details (e.g., "polished grain," "sculpted by hand," "perfectly balanced").
• •Maintain a Sophisticated Vocabulary: Avoid overly casual slang or generic marketing phrases. Use a more elevated and refined vocabulary that matches the brand's premium positioning. Words like "heritage," "meticulous," "elegant," and "timeless" should be staples.
• •Use Storytelling: Frame products within a larger narrative. Talk about the history of a particular design, the inspiration behind a set, or the experience of playing with high-quality pieces. This transforms a product into an artifact with a story.
• •Visual and Textual Harmony: Ensure that the tone of the copy always matches the high-quality, elegant visuals on the website and social media. The words should complement the sophisticated imagery, creating a cohesive and immersive brand experience. The text should feel as curated and well-crafted as the products themselves.

Social Perception

The public perceives Des Königs Schachbretter as a premium and trustworthy specialist for chess enthusiasts, viewed as a high-quality provider, an expert and enthusiast, and associated with an aesthetic and classic image.

Copy Examples

• •Experience the legend of Staunton with pieces carved from solid Ebonized Boxwood. Each knight is meticulously sculpted by hand, a testament to a craftsman's dedication. Feel the satisfying weight and perfect balance in your hand this isn't just a game set, it's a piece of history for your home.
• •(Image: A close-up shot of a dark wood knight on a chessboard) Caption: "The soul of chess, captured in wood. Our Grandmaster Series features intricate, hand-carved knights that honor the game's timeless tradition. Discover the intersection of art and strategy. #ChessSet #Handcrafted #LuxuryChess"
• •Title: Unboxing The '1851' Staunton Set: A Masterpiece of Craftsmanship Description: "Join us as we take a closer look at our '1851' Reproduced Staunton chess set. In this video, we explore the historical significance of the design, the feel of the weighted pieces, and the flawless finish of the board. For those who believe chess is more than just a game. Link to the set in the description."
• •Headline: The Royal Game Deserves a Royal Set. Body: "Tired of lightweight, plastic pieces? Elevate your game with a handcrafted wooden chess set from Des Königs Schachbretter. Feel the difference of quality craftsmanship in every move. Free shipping on all orders. Shop our collection now."
• •Des Königs Schachbretter was born from a simple yet profound passion: a love for the game of chess and for the beautiful objects that bring it to life. We believe a chessboard should be more than a playing field; it should be a work of art that inspires players and stands the test of time. That is why we dedicate ourselves to sourcing and offering only the finest handcrafted sets for fellow enthusiasts.