Brand Tone

The brand's tone is a sophisticated blend of Authoritative Heritage and Personal Luxury. It is Authoritative & Expert, Luxurious & Elegant, Personal & Approachable, and Passionate, speaking from deep knowledge and experience while focusing on one-on-one consultations and a love for the craft.

Brand Values

• •Uncompromising Quality & Craftsmanship
• •Heritage & Tradition
• •Personalization & Individuality
• •Timeless Style
• •Exceptional Service

Best Practices

• •Lead with Heritage, Substantiate with Craft: Always connect the brand's long history to the tangible benefit for the customer—unmatched quality.
• •Use a Lexicon of Luxury and Longevity: Incorporate words that evoke quality, elegance, and permanence. Avoid trends and fast-fashion jargon.
• •Speak from Expert to Peer: Write as a knowledgeable tailor speaking to an intelligent client. The tone should be confident and educational, not a hard sell.
• •Highlight the Human Element: Name the experts. Talk about "our master cutter, Dave," or "our owner and tailor, Adam." This reinforces the personal, non-corporate nature of the brand and builds trust.
• •Balance Tradition with Modernity: While heritage is key, show that the brand is not stuck in the past. Mentioning modern services demonstrates that the brand is evolving with its clients' needs.

Social Perception

Dooley & Rostron is perceived as a premier, go-to destination for discerning men seeking high-quality, custom-made clothing. Public perception highlights Product Excellence, Expert and Personal Service (with specific mention of Adam Dooley and his team), and views the brand as a Trusted Institution with a strong heritage in Manchester's tailoring scene.

Copy Examples

• •More Than a Suit. A Legacy. For over 55 years, we have crafted garments that tell a story. Experience the enduring legacy of British tailoring with a suit that is uniquely yours.
• •It’s the details that define the man. Our master cutters and seamstresses ensure every stitch is a mark of perfection, from the hand-turned collar to your personal monogram. This isn't just a shirt; it's your signature. #BespokeShirt #Handcrafted #MensStyle #DooleyAndRostron
• •Your Personal Tailor is Coming to New York | Book Your Private Fitting
• •The Mayfair Cashmere Polo. Crafted from the finest Italian cashmere, the Mayfair Polo offers effortless sophistication. While our reputation is built on the bespoke, our ready-to-wear collection is created with the same devotion to quality and timeless style. A versatile staple for the discerning gentleman.
• •We started with a simple belief: a shirt should be made for the man, not the masses. Carrying forward the 55-year heritage of Frank Rostron, our Manchester factory is home to artisans who live and breathe tailoring. Here, tradition is not just remembered; it's stitched into every garment we create.