Brand Tone

Traditional & Trustworthy, Expert & Quality-Focused, Supportive & Solution-Oriented, Authentic & Enduring

Brand Values

• •Quality & Durability
• •Craftsmanship & Tradition
• •Integrity & Trust
• •Customer-Centricity & Solutions
• •Heritage & Stewardship

Best Practices

• •Emphasize Heritage and Trust: Consistently weave in the long-standing tradition and reliability of Old Masters and Diamond Vogel. Use phrases that evoke trust, longevity, and proven results (e.g., "generations of trust," "time-tested quality").
• •Focus on "Craftsman Quality": Use language that appeals to the pride of workmanship, whether for a DIYer or a professional. Highlight the superior finish, durability, and aesthetic results (e.g., "hand-rubbed look," "enhances natural beauty," "professional-grade protection").
• •Highlight Ease of Use and Solutions: While underscoring quality, also stress how Gleem products help users achieve great results without unnecessary complexity, particularly for the gel polyurethane (e.g., "effortless application," "problem-solver for tricky woods," "achieve flawless results").
• •Be Authentic and Direct: Use clear, straightforward language that accurately describes the product's benefits and characteristics. Avoid overly trendy jargon; the tone is more classic and grounded.
• •Connect with Values: Subtly incorporate the underlying brand values of integrity, attention to detail, and lasting beauty in the narrative. This reinforces that Gleem isn't just a product, but a commitment to quality wood care.

Social Perception

Effective & High-Quality Finish, Easy to Use (especially Gel), Reliable for Wood Protection, Good Value (for some), Traditional Oil-Based Product

Copy Examples

• •Headline: Preserve Your Craft: Gleem Polyurethane – Timeless Protection, Lasting Beauty. Body: For generations, woodcrafters have trusted Old Masters. Gleem Interior Polyurethane continues that tradition, offering our easiest-to-apply, durable finish. Give your interior wood the classic, hand-rubbed look it deserves.
• •Headline: Unlock the Enduring Beauty of Wood. Effortlessly. Body: With Gleem Oil-Based Polyurethane, achieve a craftsman-quality finish that stands the test of time. Self-leveling for smooth results, it’s the trusted choice for protecting and enhancing furniture, cabinets, and trim. Experience the Old Masters difference.
• •Headline: Gleem Gel Polyurethane: No Drips, No Brush Marks, Just a Flawless Finish. Body: Tackle intricate woodwork or challenging grains with confidence. Gleem Gel Polyurethane offers superior control and an easy wipe-on application, delivering rich, durable protection. Perfect for bringing out the best in your cherished pieces.
• •Headline: More Than a Finish. It’s a Legacy. Gleem by Old Masters. Body: Rooted in a nearly century-long tradition of quality, Gleem Interior Polyurethane delivers the toughness and beauty your projects demand. Protect your work, honor your craft.
• •Headline: Your Woodwork, Elevated. With the Trusted Strength of Gleem. Body: From cherished antiques to modern heirlooms, Gleem provides a rich, protective polyurethane finish that enhances wood’s natural warmth. Depend on Old Masters' Gleem for a finish that’s as enduring as your craftsmanship.