Brand Tone

Respectful, Professional, and Authoritative

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Customer Service and Trust
• •Community

Best Practices

• •Always Lead with Respect: The language should always convey reverence for military service. Use terms like "honour," "service," "sacrifice," "legacy," and "dedication." Avoid overly casual or colloquial language, especially in primary marketing materials.
• •Emphasize Expertise and Authority: Regularly publish content that demonstrates deep knowledge, such as blog posts on medal history, guides on wearing etiquette, or news about new official awards. This reinforces the brand as a trusted authority.
• •Show, Don't Just Tell, Quality: Use high-resolution images and videos that showcase the fine details of the medals and the mounting process. Customer testimonials that specifically mention craftsmanship are powerful tools.
• •Maintain a Professional and Helpful Demeanor: In all customer interactions—from social media comments to email support—the tone should be consistently professional, helpful, and prompt. This builds on the positive perception of excellent customer service.
• •Segment Tone by Platform, Not by Value: While the tone can be adapted for different platforms (e.g., more personal on TikTok, more formal on the website), the core values of respect, quality, and heritage must remain consistent across all channels. The message should be unified, even if the delivery method varies slightly.

Social Perception

A trusted and high-quality provider; Respectful and knowledgeable; An essential service for the military community.

Copy Examples

• •Your Service, Honoured with Precision. Every medal tells a story of dedication and bravery. At Empire Medals, we ensure that story is told with the respect and expert craftsmanship it deserves. From court mounting to replica medals, we are proud to serve those who have served.
• •The Legacy of a Grandfather. The Pride of a Family. Preserve your family's military heritage for generations to come. Our expert team specializes in restoring and mounting medals, transforming cherished honors into timeless displays of service. Let us help you honour their legacy.
• •More Than a Medal. A Mark of History. We are the UK's leading experts in military and civilian honours. With MoD-licensed medals and a commitment to historical accuracy, we provide the highest quality for collectors and service members alike. Trust the specialists.
• •The Correct Way to Wear Your Honours. Unsure about the correct order of wear for your medals? Our comprehensive online guides and expert team are here to help. At Empire Medals, we provide not just the medals, but the knowledge to wear them with pride and according to protocol.
• •From the Falklands to Afghanistan, Your Service Commemorated. We provide meticulously crafted, die-struck replica medals for every campaign and service award. Whether for display or to complete a collection, each piece is made with an unwavering commitment to detail and quality.