Brand Tone

Passionate, Enthusiastic, Proud, Traditional, Customer-Focused, Friendly, and Celebratory

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Customer Happiness & Connection
• •Uniqueness & Personalization
• •Spreading Good Vibes

Best Practices

• •Develop a Brand Voice Guide: Create a clear document outlining the brand's personality (passionate, proud, friendly), key messaging points, "do's and don'ts" for language, and examples of on-brand copy.
• •This should include the importance of addressing customers as part of the "Love Scotland family."
• •Connect products to the rich history and emotional significance of Scottish culture.
• •Maintain a Positive and Enthusiastic Voice: Even when addressing issues, the underlying tone should remain positive and focused on the love for Scotland and customer satisfaction.
• •Ensure responsiveness and follow through on customer inquiries and concerns.

Social Perception

Positive association with Scottish heritage. Appreciation for product quality and design. Valued customer service (mostly). Expectation of authenticity and accuracy. Niche appeal.

Copy Examples

• •"We believe every day is a good day to show your love for Scotland!"
• •"Welcome to the Love Scotland family!"
• •"Discover the rich heritage of tartan with our exclusive collection."
• •"Experience the warmth and pride of Scottish tradition."
• •"Celebrate your Scottish roots with our unique, custom-designed apparel."