Brand Tone

Celebratory, Traditional, Inspiring, and Professional

Brand Values

• •Achievement & Recognition
• •Tradition & Legacy
• •Quality & Craftsmanship
• •Customer Relationships

Best Practices

• •Use Celebratory and Empowering Language: Consistently use words that uplift and recognize the student's hard work, such as "celebrate," "honor," "achievement," "milestone," "journey," and "legacy."
• •Emphasize Tradition and Trust: Reference the brand's 100-year history to build a sense of authority and reliability. Frame products not as mere items, but as "keepsakes," "heirlooms," and symbols of a "time-honored tradition."
• •Focus on Customization and Personal Storytelling: Highlight that products can be personalized. Use copy that invites students to "tell their story" or "design their legacy," making the product a unique reflection of their identity and accomplishments.
• •Maintain a Professional and Supportive Voice: The tone should be consistently professional, clear, and supportive, especially on transactional pages and in customer communications. It should reassure students and parents that they are in capable hands during a significant life event.
• •Bridge the Gap Between Aspiration and Reality: The brand's messaging must be backed by operational improvements. For copywriting to be effective, it must align with the actual customer experience. The aspirational tone of celebration will continue to feel hollow and generate distrust if the service delivery remains poor. Therefore, a critical practice is to ensure marketing claims can be substantiated by the company's performance.

Social Perception

The social perception of Herff Jones is deeply divided. It holds a strong market position and is associated with legitimacy and tradition, being an official provider for thousands of schools. However, there's a significant operational and reputational crisis on the customer-facing side due to a high volume of negative reviews citing poor customer service, wrong orders, delays, and product quality issues. Customers often feel trapped due to exclusive school contracts, leading to resentment.

Copy Examples

• •Your Journey, Your Triumph, Your Ring. More than a piece of jewelry, it’s a symbol of every late night, every friendship, and every challenge you conquered. Customize your class ring today and carry your story with you, always.
• •The Walk Awaits. The moment you’ve worked for is almost here. From the perfect fit of your cap and gown to the crisp announcement that shares your success, we’re here to honor your achievement. Let’s make this milestone unforgettable.
• •A Century of Celebration. By Your Side. For over 100 years, we've been part of the most important day in a student's life. We don't just make regalia and rings; we craft keepsakes for a lifetime of memories. Trust in tradition. Celebrate with Herff Jones.
• •The Tassel is Worth the Hassle. Let Us Handle the Details. You’ve done the hard work. Now, it's time to celebrate. Our one-stop-shop for everything graduation makes preparation easy. From announcements to your diploma frame, get everything you need in one place and focus on what truly matters: your achievement.
• •More Than a Yearbook. It's the Story of You. Every page holds a memory. Every photo tells a story. This isn't just a book; it's the official record of the moments that defined your year. Pre-order your yearbook now and own a piece of your history.