Brand Tone

Elegant & Sophisticated, Authoritative & Confident, Passionate & Reverent, Traditional & Heritage-Proud, Artistic & Expressive, Precise & Meticulous

Brand Values

• •Excellence & Quality
• •Heritage & Tradition
• •Craftsmanship (Savoir-Faire)
• •Innovation (within Tradition)
• •Passion for Music & Musicians
• •Authenticity

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in the brand's long history (since 1885), Parisian roots, and the artisanal skill involved in making the instruments. Use terms like 'savoir-faire,' 'hand-crafted,' 'legacy.'
• •Use Elegant, Evocative, and Respectful Language: The language should mirror the quality and prestige of the instruments. Avoid slang, overly casual terms, or hype. Focus on the sensory experience of playing and hearing the instruments.
• •Highlight the Musician's Experience: Connect the instrument's features to the benefits for the musician – enhanced expression, superior sound, reliable performance. Speak to their passion and dedication.
• •Maintain an Authoritative yet Humble Voice: Confidently present the brand's expertise and status as an industry leader, but avoid arrogance. The focus should remain on serving the musician and the music.
• •Ensure Visual and Textual Consistency: All marketing materials, from website copy to social media posts, should reflect the same core values and sophisticated tone. High-quality imagery and videography are essential to complement the copy.

Social Perception

Prestigious & Aspirational, Industry Standard, Investment, Professional Choice, Expensive but Worth It (for many), Symbol of Dedication

Copy Examples

• •Headline: The Legacy of Sound. Since 1885. Body: For over 140 years, Henri SELMER Paris has crafted instruments that give voice to passion. Discover the sound that has defined generations of musical excellence. From our historic workshops in Mantes-la-Ville, experience the pinnacle of French savoir-faire.
• •Headline: Your Expression, Elevated. Body: Every curve, every key, every precisely engineered component of a SELMER Paris instrument is designed with one purpose: to free your unique musical voice. Feel the resonance, command the stage.
• •Headline: The Artisan's Touch. The Artist's Choice. Body: Witness the meticulous craftsmanship that transforms raw materials into legendary sound. Henri SELMER Paris: where tradition meets innovation, and dedication meets artistry. Chosen by virtuosos worldwide.
• •Headline: Beyond Notes: The SELMER Experience. Body: More than an instrument, it's a partnership in your musical journey. The unparalleled response and rich tonal palette of a Henri SELMER Paris saxophone (or clarinet) invite you to explore new creative horizons.
• •Headline: Invest in Your Art. Enduring Quality, Timeless Sound. Body: A Henri SELMER Paris instrument is an investment in your passion and your future. Built to last for generations, our instruments are renowned for their enduring quality and the iconic sound that never fades.