Brand Tone

Artisanal & Passionate, Authentic & Sincere, Accessible & Inclusive, Nature-Connected & Organic, Warm & Personal

Brand Values

• •Craftsmanship & Quality
• •Family & Tradition
• •Passion for Music & Wood
• •Musical Freedom & Accessibility
• •Uniqueness & Individuality
• •Integrity & Durability

Best Practices

• •Emphasize Heritage & Family: Consistently weave the 40+ year family story into communications. This builds trust and highlights authenticity.
• •Showcase Craftsmanship: Use high-quality visuals (photos and videos) of the making process, the wood details, and the artisans at work. This reinforces the handcrafted value.
• •Highlight Musical Freedom: Regularly remind the audience that their instruments are for everyone, regardless of musical background, reinforcing the open-harmonic tuning benefit.
• •Maintain a Warm, Passionate, and Slightly Reverent Tone: Speak about wood, music, and nature with genuine appreciation and a touch of wonder. Avoid overly technical jargon unless explaining a specific benefit simply.
• •Foster Community and Share User Experiences: Encourage customers to share their music and experiences. Feature user-generated content when appropriate, highlighting the joy and accessibility of the instruments. This amplifies the brand's welcoming and inclusive nature.

Social Perception

High-Quality & Premium, Artistic & Unique, Authentic & Trustworthy, Innovative yet Traditional, Therapeutic & Joyful

Copy Examples

• •Unlock your inner musician. Our handcrafted tongue drums, born from a 40-year family passion for wood and sound, invite everyone to create beautiful melodies. No experience needed, just a love for music.
• •Feel the soul of the wood, hear the heart of the music. Each Hardwood Music Company instrument is a unique piece of art, meticulously crafted in Flagstaff, Arizona, waiting to tell its story through your hands.
• •More than an instrument, it's an heirloom. Passed down through our family, built to last for yours. Discover the timeless beauty and organic voice of exotic hardwoods.
• •Sound on, world off. Our open-harmonic tunings make musical expression effortless and joyful. Find your rhythm, find your peace, with Hardwood Music Company.
• •From our family workshop to your creative hands. We pour our love of music, nature, and craftsmanship into every curve and tone. Experience the Hardwood difference.