Brand Tone

Passionate, Expert, Artisanal, and Approachable.

Brand Values

• •Craftsmanship & Excellence
• •Heritage & Tradition
• •Passion for Sound & Music
• •Customer Satisfaction & Collaboration
• •Knowledge Sharing & Education
• •Integrity & Honesty
• •Innovation within Tradition

Best Practices

• •Always Emphasize Craftsmanship and Heritage: Continuously weave in the themes of meticulous handcrafting, the Cremonese tradition, and the expertise of Master Russ. Use terms like "master luthier," "handcrafted in Cremona," and "artisanal quality."
• •Speak with Passion and Authority, but Remain Approachable: Balance expert terminology and insights with a warm, inviting tone that encourages questions and engagement. Share knowledge generously.
• •Tell Stories: Whether it's the story of a specific instrument, the history of a model, or Edgar Russ's personal journey, narratives create an emotional connection and make the brand more memorable.
• •Focus on the "Sound" and the Musician's Experience: Connect every instrument feature back to the quality of sound and how it benefits the musician's expression and performance. Use evocative language to describe tonal qualities.
• •Maintain Visual and Textual Consistency: Ensure that the high quality reflected in the instruments is mirrored in all communications. Use professional photography and videography. Proofread all text meticulously to reflect the brand's commitment to precision and excellence.

Social Perception

Highly Respected Authority, Creator of High-Quality, Investment-Worthy Instruments, Passionate Educator and Communicator, Artisan Dedicated to Client Needs, Synonymous with Cremonese Excellence

Copy Examples

• •Headline: The Soul of Cremona, Crafted for Your Hands. Body: For over 40 years, Master Luthier Edgar Russ has poured his passion and expertise into every curve, every finish. Experience the enduring legacy of Cremonese violin making, and find the sound that speaks to you. Discover your masterpiece. (Tone: Expert, Artisanal, Passionate)
• •Headline: More Than Wood and Varnish: It's a Conversation. Body: Each Edgar Russ instrument begins with a dialogue. We listen to your aspirations, your unique touch, to create a violin, viola, or cello that becomes an extension of your musical voice. Let's build your sound, together. (Tone: Approachable, Artisanal, Customer-focused)
• •Headline: Unlock the Secrets of Stradivari. Learn from a Master. Body: Ever dreamt of crafting your own violin? Join Edgar Russ's Online Violinmaking Academy and be guided step-by-step through the time-honored techniques of Cremona. Your journey into the heart of lutherie starts here. (Tone: Expert, Passionate, Educational)
• •Headline: Feel the Resonance. Hear the Difference. Own a Legacy. Body: An Edgar Russ instrument is not merely played; it's experienced. From the meticulously selected aged tonewoods to the final, precise sound adjustment, feel the power and warmth that only a Cremonese masterwork can deliver. (Tone: Artisanal, Expert, Refined)
• •Headline: From Our Workbench in Cremona to the World Stage. Body: Follow @edgarrussviolinmaker on Instagram for a daily glimpse into the life of a luthier. See passion in progress, witness the birth of exceptional instruments, and join our global community of music lovers. (Tone: Approachable, Passionate, Community-focused)