Brand Tone

Knowledgeable & Passionate, Player-Centric & Innovative, Confident & Assurative, Respectful of Tradition, Embracing Modernity, Professional & Quality-Focused

Brand Values

• •Innovation
• •Quality Craftsmanship
• •Player Focus
• •Versatility
• •Value

Best Practices

• •Emphasize the 'Player-First' Approach: Always frame features and benefits around how they serve the guitarist. Use language that shows an understanding of a musician's needs and aspirations (e.g., 'versatility for any gig,' 'comfort for long sessions,' 'tones that cut through the mix').
• •Highlight Innovation with Purpose: When discussing unique features (like Vari-coil, specific pickup designs, hardware innovations), explain why they matter to the player and what sonic or practical advantages they offer, rather than just listing technical specifications. Connect innovation to usability.
• •Use Confident and Authoritative Language (but avoid arrogance): Reflect the expertise behind the brand by using precise terminology related to guitar building and tone. Back up claims of quality with specifics about materials, design, and craftsmanship.
• •Balance Heritage with Modernity: Acknowledge classic inspirations respectfully while clearly communicating how Fret-King builds upon or reinterprets these with a 'fresh twist' or 'contemporary edge.' Avoid sounding like a mere copy.
• •Maintain a Passionate yet Professional Voice: Let the genuine enthusiasm for guitars and music shine through, but always maintain a level of professionalism appropriate for a brand that produces high-quality instruments for serious musicians. Avoid overly casual slang unless it specifically fits a targeted campaign.

Social Perception

Positive Reputation for Quality & Value, Appreciation for Innovation & Design, 'Guitarist's Guitar', Underappreciated/Niche in Some Markets, Association with Trev Wilkinson, Good Playability

Copy Examples

• •Headline: Beyond Familiar. Beyond Expectation. Body: You know the classics. We do too. That's why Fret-King guitars take timeless inspiration and infuse it with player-driven innovation. Experience Wilkinson-designed hardware, versatile pickup voicings, and a dedication to craftsmanship that speaks your musical language. Discover your next workhorse. Discover Fret-King.
• •Headline: The Tone You Hear in Your Head? It's In Here. Body: Engineered for the discerning player, Fret-King instruments are more than just guitars; they're an extension of your musical vision. With our unique Vari-coil™ technology and custom-wound pickups, sculpt your signature sound with unparalleled precision. From vintage warmth to modern cut, find your voice with Fret-King.
• •Headline: Radical. Sensible. Useable. That's the Fret-King Ethos. Body: We believe a guitar should be a trusted partner on your musical journey. That’s why every Fret-King combines radical thinking in design with sensible ergonomics and features you’ll actually use, night after night. Built for the stage, the studio, and your inspiration.
• •Headline: Stop Searching. Start Playing. Your Next Guitar is a Fret-King. Body: Crafted with decades of expertise and an unwavering focus on what players truly need, Fret-King guitars deliver professional performance without the boutique price tag. Feel the difference meticulous construction and innovative design make. The search ends here.
• •Headline: Classic Vibe, Modern Mind. Body: Fret-King honours the legacy of iconic guitar design while pushing the boundaries of sonic possibility. Experience guitars that feel instantly familiar yet offer a new realm of tonal exploration. It’s the best of both worlds, built for the modern musician.