Brand Tone

Sophisticated, Knowledgeable, Passionate, Approachable (with an air of exclusivity), Contemporary & Forward-Thinking

Brand Values

• •Quality & Craftsmanship
• •Curation & Expertise
• •Artist Support & Promotion
• •Art Appreciation & Education
• •Integrity & Trust
• •Accessibility (within a fine art context)

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Sophisticated, Knowledgeable, Passionate, Approachable-Exclusive, Contemporary) with specific examples of "do's and don'ts" for language, sentence structure, and vocabulary. This ensures anyone writing for the brand is aligned.
• •Prioritize Visual-Verbal Harmony: Ensure the language used in captions, descriptions, and articles complements the sophisticated and high-quality aesthetic of the artwork and the gallery's visual branding. The words should feel as curated as the art.
• •Educate and Inform, Don't Just Sell: While the goal is sales, the copy should also aim to educate the audience about the art, artists, and movements. This reinforces the gallery's expertise and provides value beyond the transaction. Focus on storytelling around the art and artists.
• •Maintain Professionalism with a Human Touch: Even when aiming for approachability, the language should remain polished and professional. On platforms like YouTube or in artist interviews, allow the passion and personality (of artists and gallerists) to shine through authentically, adding a human element to the sophisticated brand.
• •Review and Refine Regularly: Periodically review all marketing copy across different platforms to ensure it consistently reflects the desired brand tone and values. Adapt as needed, especially when introducing new artists, exhibitions, or services, ensuring they are framed within the established brand voice.

Social Perception

Respected & Established, Provider of High-Quality Art, Professional & Knowledgeable Staff, Aspirational Brand, Culturally Enriching

Copy Examples

• •Hancock Gallery: Discover a Curated Collection of Exceptional Contemporary Art. Where Vision Meets Investment.
• •Immerse yourself in the vibrant energy of [Artist Name]'s latest work, '[Artwork Title]'. A masterful blend of [mention technique/style] that explores [mention theme]. Now available for viewing. Link in bio for details and acquisition.
• •Exclusive Preview: Experience [Exhibition Name] at Hancock Gallery – A Journey Through Contemporary Vision.
• •Seeking art that speaks to you? Hancock Gallery offers a unique selection of contemporary paintings, sculptures, and prints by today's most compelling artists. Explore our collection online or visit our Newcastle gallery. #ContemporaryArt #ArtCollectors #HancockGallery
• •Delve into the world of [Artist Name], an artist whose innovative approach to [medium/subject] is redefining contemporary expression. At Hancock Gallery, we are privileged to showcase their extraordinary talent. Read our exclusive interview...