Brand Tone

Approachable Expert

Brand Values

• •Quality
• •Expertise
• •Community
• •Customer Service

Best Practices

• •Lead with Helpfulness, Not Just Products: Frame content around solving customer problems (e.g., "How to choose the right sheen," "The best paints for high-traffic areas") rather than just listing products for sale.
• •Balance Expertise with Accessibility: Use a knowledgeable tone but always explain concepts clearly and simply. Avoid industry jargon and maintain a friendly, conversational style.
• •Incorporate the "Local & Family-Owned" Angle: Regularly mention your community roots. Share photos of local projects (with permission), talk about local events, and use a "neighborly" tone to build a strong local connection.
• •Use High-Quality Visuals of Real Projects: Showcase the premium results of your products and services. User-generated content and before-and-after shots are powerful tools that reinforce your brand's promise of quality and transformation.
• •Maintain a Consistent Voice Across All Channels: Whether it's a Facebook reply, an Instagram caption, or website copy, the "Approachable Expert" tone should be consistent. Every interaction should reflect the brand's core values of quality, expertise, community, and service.

Social Perception

Positive and Trusted

Copy Examples

• •Talk about a transformation! 💙 This gorgeous living room got a dramatic and cozy update with Benjamin Moore's 'Hale Navy'. We love how it creates such a sophisticated, inviting space. Thinking of going bold? Stop by and let our team help you find the perfect shade to bring your vision to life. #DevinePaint #BenjaminMoore #NapervilleHomes #ColorInspiration #InteriorDesign
• •Your weekend project starts at your local paint store! As a family-owned business right here in Naperville, we're more than just paint—we're your neighbors. Whether you're tackling a small refresh or a whole-home makeover, we have the Benjamin Moore products and expert advice you need. Come say hello and let's get your project started! #ShopLocalNaperville #DevinePaintDecorating #FamilyOwned
• •Choosing the right color can be overwhelming. We're here to help. Our expert in-home color consultations take the guesswork out of painting, ensuring you get a look you'll love for years to come. Schedule your consultation today and transform your space with confidence.
• •Q: What's our most asked-for neutral paint color? A: Benjamin Moore's 'Revere Pewter'! It's the perfect warm gray that works in almost any space. Have a paint question? Ask away! We're answering them all day.
• •Subject: Get Inspired: The Colors of Summer Are Here! Snippet: Hello [Customer Name], planning a summer project? Explore the new seasonal palette from Benjamin Moore, curated by our design experts at Devine. From serene blues to sunny yellows, find a fresh look for your home inside.