Brand Tone

Passionate, authentic, musician-focused, slightly edgy, confident, and proud of craftsmanship. There's a "by musicians, for musicians" feel, particularly geared towards rock, metal, stoner, and doom genres, but not exclusively. Professional, direct, customer-service oriented.

Brand Values

• •Craftsmanship & Quality
• •Musician-Centric
• •Unique Aesthetics & Design
• •Tone
• •Community/Authenticity
• •Value (for DE Series)
• •Customer Experience (for Dunable DE)

Best Practices

• •Know Your Core Audience: Understand the language, aspirations, and humor of your target musicians (e.g., rock, metal, stoner rock players). Your copy should resonate with them authentically. For Dunable, this means speaking to players who value robust build, strong tone, and a certain aesthetic.
• •Define Your Brand Voice Pillars: Identify 3-5 key characteristics of your tone (e.g., for Dunable: Passionate, Knowledgeable, Confident, Slightly Irreverent, Musician-to-Musician). Use these as a checklist when creating content.
• •Use "We" and "You" Effectively: Foster a direct connection. "We" (Dunable) are passionate builders/distributors who understand what "you" (the musician) need and desire in an instrument.
• •Show, Don't Just Tell (with Attitude): Instead of saying "Our guitars are high quality," say "Built to withstand the road and roar on stage." Use evocative language that paints a picture of the experience.
• •Maintain Consistency Across Platforms: Whether it's a website product description, a social media post, or an email newsletter, the underlying tone and core message should feel familiar and reinforce the brand's identity. For Dunable DE, this means reflecting the parent brand's ethos while emphasizing their role as the reliable European connection.

Social Perception

Highly regarded as a boutique builder of cool, high-quality, American-made custom guitars. They have a strong following among players in heavy music genres. Seen as instruments built by people who understand guitarists' needs. Generally perceived very positively as excellent value-for-money guitars. They successfully translate the appeal of the US models (unique designs, good playability for heavier styles) into a more affordable package.

Copy Examples

• •Dunable DE: Your Axe, Forged in LA, Unleashed in Europe. Experience the raw power and meticulous craftsmanship of Dunable Guitars. From the US Custom Shop to the acclaimed DE Series, we bring the riffs directly to you. Find your sound.
• •Built for the Riff. Ready for Europe. Dunable Guitars are more than just instruments; they're an extension of your musical vision. Dunable DE delivers the tone, feel, and attitude you demand. Plug in and be heard.
• •Don't Just Play. Command. With unique designs and road-worthy construction, Dunable guitars are crafted for musicians who push boundaries. Dunable DE is your official source for these tone machines in Germany and Europe.
• •The Wait is Over, Europe. Dunable Has Arrived. Seeking that perfect blend of classic inspiration and modern aggression? Dunable DE connects you with the handcrafted quality of Dunable USA guitars and the outstanding value of the DE Series.
• •Heavy Tones. Killer Looks. German Precision Access. Dunable Guitars: Favored by tone-chasers worldwide. Dunable DE provides dedicated European access and support, ensuring your next guitar exceeds every expectation. Explore the range.