Brand Tone

Heartwarming, Whimsical, and Nostalgic

Brand Values

• •Tradition & Heritage
• •Family & Togetherness
• •Craftsmanship & Authenticity
• •Joy & Whimsy
• •"Hygge"

Best Practices

• •Always Lead with Story: Every piece of copy should be grounded in a narrative. Whether it's the story of Etly's inspiration, the unique personality of a Nisse, or the tradition of Danish Christmas, storytelling is the brand's most powerful tool.
• •Use Personal and Warm Language: Write in a friendly, intimate tone. Use words like "we," "our family," and "your home" to build a direct, personal connection with the customer, making them feel like part of the Klarborg world.
• •Emphasize Danish Roots and "Hygge": Regularly use and explain Danish terms like "Nisse" and "hygge." This reinforces the brand's authenticity and unique cultural identity, which is a key selling point.
• •Highlight the "Handmade" Aspect: Use descriptive words that convey quality, care, and craftsmanship. Phrases like "sculpted by hand," "hand-painted with care," and "designed from the heart" remind customers of the product's intrinsic value.
• •Engage the Community of Collectors: Create copy that speaks directly to collectors. Acknowledge their passion, use language that fosters a sense of belonging (e.g., "your Klarborg family"), and encourage them to share photos and stories, further strengthening the brand's community perception.

Social Perception

Customers and the general public perceive Etly Klarborg as a beloved and iconic Danish brand. The figurines are seen not just as decorations, but as high-quality, cherished collectibles with significant emotional value. The brand is considered authentic and trustworthy, largely due to its strong foundation in the founder's personal story and the consistent quality of its products. This positive perception is reinforced by a strong collector community that shares its love for the brand online.

Copy Examples

• •For over 35 years, our Nisser have been a whisper of Christmas magic in homes across the world. This year, continue the tradition. Welcome a new friend into your family and create memories that will be cherished for generations to come.
• •From a sketch in her notebook to a smiling friend in your home. Every Klarborg Nisse begins with Etly's personal touch, inspired by the people she meets and the Danish nature she loves. Discover the heart behind the craft.
• •More than a figurine, it's a feeling. Light a candle, gather your loved ones, and let the warmth of 'hygge' fill your home. This is the magic of Klarborg.
• •Your Klarborg family is waiting for a new member. The Annual Couple has arrived, each with a unique story to tell. Find the perfect pair to add to your collection and continue your own magical story.
• •Shhh... do you hear that? It's the sound of little feet and happy hearts. The Klarborg Nisser are here, ready to fill your home with mischief, joy, and the enchanting spirit of a true Danish Christmas.