Brand Tone

Masculine & Confident, Traditional with a Modern Edge, Community-Oriented & Welcoming, Aspirational Lifestyle, Direct & Informative (with a touch of casual cool), Slightly Edgy/Rebellious

Brand Values

• •Quality Craftsmanship
• •Customer Experience
• •Masculine Self-Care
• •Community & Connection
• •Authenticity & Tradition (with contemporary relevance)
• •Lifestyle Expansion

Best Practices

• •Know Your Audience, Speak Their Language: Consistently use language that resonates with a male audience valuing quality, tradition, and a modern sense of style. Avoid overly fussy or generic phrasing.
• •Emphasize Experience & Craft: Go beyond just listing services or products. Talk about the skill, the tradition, the atmosphere, and the feeling clients get. \"We specialize in old-school, traditional barbering and make sure all of our clients leave our shops happy.\"
• •Maintain a Confident, Assured Voice: Your copy should sound like an expert who is passionate and knowledgeable about barbering, grooming, and the lifestyle products offered.
• •Inject Personality (The \"Fat Tony's\" Flavour): While professional, don't be afraid to use a touch of the brand's inherent \"cool\" or slightly edgy personality. Phrases like \"fresh to death\" or the \"Don't Be a Dick Collection\" are distinctive.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, email marketing, and even in-shop signage is harmonious. This builds a strong, recognizable brand identity.

Social Perception

Established & Reputable, More than Just a Barbershop, Good Quality, But Can Be Pricey, Trendy & Modern, Community Hub (for some)

Copy Examples

• •Fat Tony's: More Than a Haircut. It's a Lifestyle. Master Barbering, Premium Grooming, Curated Apparel. Galway's Original. Step In, Stand Out.
• •Lock down your look with authority. Our [Product Name] Pomade delivers classic hold and a sharp finish that lasts. Because true style doesn't clock out. Shop the collection – link in bio.
• •Men, it's time to claim your space. The Groom Room at Fat Tony's offers expert male grooming – from precision waxing to revitalizing facials. Exclusively for you. Book your session. You've earned it.
• •Since '03, we've been sharpening Galway's style. From a single chair to a full lifestyle experience – barbershop, retail, cafe, and community. The tools change, the tradition holds. This is Fat Tony's.
• •Ready for the upgrade? Whether it's a fresh cut, a wardrobe refresh from Carhartt & Dickies, or just a damn good coffee – Fat Tony's has you covered. Book your spot / Shop the latest. [Link]