Brand Tone

knowledgeable, supportive, and community-focused

Brand Values

• •Quality and Expertise
• •Community & Collaboration
• •Passion for Art
• •Inclusivity & Support

Best Practices

• •Lead with Passion, Follow with Expertise: Start with expressive, passionate language that connects with the creative spirit of the audience. Immediately follow it up with specific, knowledgeable details about the product or service to build authority and trust.
• •Always Spotlight the Community: Regularly feature customer artwork (with permission), mention local events, and spotlight artists. Use inclusive language like "our community," "fellow artists," and "we" to foster a sense of belonging.
• •Educate, Don't Just Sell: Frame product promotions as opportunities for education. Instead of just saying a product is for sale, explain why an artist would want it, what it can help them achieve, and offer a quick tip for its use.
• •Maintain a Supportive and Encouraging Voice: Avoid jargon or an elitist tone. Use encouraging and empowering words. Celebrate the act of creating, regardless of skill level, to make the brand feel accessible and welcoming to everyone from beginners to professionals.
• •Tell the "Family-Run" Story Subtly: Weave the brand's identity as a passionate, family-run business into the narrative. Phrases like "From our family to your studio," or "We personally selected..." reinforce this value and differentiate the brand from larger, impersonal competitors.

Social Perception

The public perception of Destination Art is overwhelmingly positive. They are perceived as trusted & reliable, providing excellent customer service, and functioning as a valuable community hub.

Copy Examples

• •Capture light and shadow like never before. ✨ Introducing the new [Paint Brand] professional oils. Richly pigmented and buttery smooth, they're perfect for bringing your most ambitious visions to life. Our team has been testing these for weeks and we can't get enough of their vibrancy. Swipe to see a swatch video from our very own Sarah! #DestinationArt #OilPainting #ArtSupplies #GlasgowArt
• •Always wanted to try watercolors but don't know where to start? This is your sign. Join our 'Watercolor for Beginners' workshop and let our amazing instructor, [Instructor's Name], guide you through the fundamentals in a fun, supportive space. No experience necessary—just bring your curiosity! Link in bio to book your spot and meet fellow budding artists. #ArtWorkshop #WatercolorClass #CommunityArt #LearnToPaint
• •Fuel your next masterpiece. Stock up on your favorite supplies with 20% off all canvases and brushes this week. From a tiny doodle to a gallery-worthy piece, every creation deserves the best start. Your art journey is our passion. #ArtSale #CreativeJourney #ArtistsOfGlasgow
• •Spotlight On: [Artist's Name]. We are constantly inspired by the incredible talent in our community. This month, we're thrilled to feature the breathtaking work of [Artist's Name], whose use of color and texture tells a unique story. Read our conversation with them on the blog and discover the [Product Brand] pastels they use to create their magic. #ArtistSpotlight #Community #SupportLocalArt
• •Your ideas need a home. This [Brand] sketchbook is more than just paper; it's a durable, reliable partner for your creative process. The heavyweight, acid-free pages are perfect for everything from quick pencil sketches to detailed ink work, ensuring your art stands the test of time. We've chosen to stock this because we believe in tools that work as hard as you do. #Sketchbook #Drawing #ArtTools #QualityMaterials