Brand Tone

Professional, Trustworthy, Friendly, Approachable, Supportive, Understanding, Modern, and Evolving

Brand Values

• •Customer Focus: 'Customer service is at the heart of everything we do.' They commit to being clear, honest, and listening to customer needs. Many positive reviews highlight excellent customer service.
• •Trust and Transparency: A key part of their vision is to make pawnbroking transparent. They emphasize clear explanations of services and fees.
• •Accessibility: Providing financial products for those with limited access to traditional banking. They have a wide network of physical stores and online services.
• •Heritage and Reliability: Proudly stating their establishment in 1897 and their position as an industry leader.
• •Quality: For their retail arm, they stress the authenticity and quality of pre-owned jewellery and watches, with items inspected by experts.
• •Responsibility and Sustainability: Growing the business responsibly, focusing on ESG initiatives, including the circular economy (recycling pre-owned jewellery) and community support.

Best Practices

• •Always Prioritize Clarity and Transparency: Especially given the financial nature of many services, avoid jargon. Clearly explain terms, conditions, and processes. Reiterate the 'no hidden fees' aspect.
• •Emphasize Trust and Heritage, but Keep it Modern: Reference the 125+ years of experience to build credibility, but ensure the language feels current and relatable, not stuffy or outdated.
• •Maintain a Supportive and Empathetic Voice: Acknowledge that customers seeking loans might be facing challenges. Use reassuring and non-judgmental language. Focus on solutions and support.
• •Highlight Expertise and Quality for Retail: When promoting jewellery and watches, emphasize the authentication process and the value of pre-owned luxury. Use descriptive, appealing language that conveys quality.
• •Be Consistent Across All Channels: While the style might vary slightly (e.g., more playful on TikTok vs. more formal on the investor page), the core values of trust, support, and professionalism should always shine through. Ensure all communications reflect the Customer Charter.

Social Perception

Generally viewed as a reliable and trustworthy service provider, particularly for those needing quick access to cash or looking for value in pre-owned luxury items. The staff are often praised for being helpful and professional. Many customers appreciate the non-judgmental and welcoming atmosphere.

Copy Examples

• •Headline: Need a Financial Hand? We're Here. Body: Life happens. For over 125 years, H&T has provided quick, clear, and understanding financial solutions. Get a fair offer on your valuables today, online or in-store. Trusted, transparent, and here for you. (Services: Pawnbroking, Gold Buying)
• •Headline: Unlock the Value in Your Valuables. Simply. Body: Got assets but need cash? H&T makes it easy. From gold jewellery to luxury watches, we offer straightforward pawnbroking loans with no hidden surprises. Our friendly experts are ready to help. (Services: Pawnbroking)
• •Headline: Luxury You Can Trust, Prices You’ll Love. Body: Discover stunning pre-owned watches and jewellery at H&T. Every piece is expertly authenticated for your peace of mind. Find timeless elegance without the brand-new price tag. (Services: Retail Jewellery & Watches)
• •Headline: Your Journey Starts with H&T. Great Rates on Travel Money. Body: Planning a getaway? Get competitive exchange rates and 0% commission on your travel money at H&T. Order online for easy collection at one of our 270+ stores. Travel smarter, not harder. (Services: Currency Exchange)
• •Headline: More Than a Pawnbroker. Your Community Partner. Body: For generations, H&T has been a familiar face on the high street, offering a helping hand and fair service. We’re proud to support our communities and provide financial services you can rely on. Visit us and experience the H&T difference. (Services: All, Brand Trust)