Brand Tone

Elegant, Inspirational, and Supportive.

Brand Values

• •Quality and Craftsmanship: A core value is the commitment to "finest Italian materials" and high-quality finishes, often highlighting "Made in Italy" or Italian-sourced ingredients.
• •Authentic Italian Heritage: The brand is dedicated to bringing the "timeless beauty and style of Italian decor" to the UK market.
• •Innovation: Impera Italia positions itself at the "forefront of innovation" and aims to develop "new and exciting products" tailored to market needs.
• •Education and Empowerment: A fundamental principle is to educate and empower customers, from DIYers to professionals, through training and knowledge sharing.
• •Customer Focus and Support: The brand prides itself on going the "extra mile to bring our client's vision to life" and providing comprehensive support.
• •Beauty and Aesthetic Excellence: A dedication to creating beautiful, stylish, and modern spaces using their decorative finishes.

Best Practices

• •Lead with Elegance and Quality: Consistently use language that evokes sophistication, luxury, and the superior quality of Italian craftsmanship (e.g., "timeless," "authentic," "finest," "masterpiece," "bespoke").
• •Inspire Through Possibility: Focus copy on the transformative power of the products. Instead of just describing features, articulate the beautiful end results and the atmosphere they can create in a space. Use storytelling to showcase how spaces are elevated.
• •Maintain a Supportive and Educational Stance: Frame communication to be helpful and empowering. Offer tips, guidance, and reassurance. Clearly explain application processes and the support available, reinforcing that beautiful results are attainable.
• •Use Passionate and Evocative Language: Let the brand's passion for Italian décor shine through. Use descriptive and sensory words that help the audience visualize and feel the texture, color, and impact of the finishes.
• •Ensure Cohesion Across All Channels: While tailoring the style slightly for different platforms (e.g., more direct on TikTok, more detailed on YouTube), the core tones of elegance, inspiration, and support, along with the brand values of quality and Italian heritage, must remain consistent.

Social Perception

Impera Italia is widely perceived as a supplier of high-quality, premium Italian decorative finishes. They are seen as knowledgeable experts and a trusted authority in their field due to their educational initiatives and the quality of information provided. The brand is a source of inspiration for interior design and decoration, with customers and followers looking to their online presence for ideas. There's a strong association with luxury, elegance, and sophistication, tied to the Italian heritage of their products. While offering premium products, they are also seen as accessible and empowering for both DIY enthusiasts and trade professionals due to their supportive approach and training.

Copy Examples

• •Headline: Discover Italian Elegance. Transform Your Space. Body: Immerse your home in the timeless beauty of authentic Italian Venetian plaster. At Impera Italia, we provide the finest materials and expert guidance to help you create a statement of pure sophistication. Call to Action: Explore Our Venetian Plasters | Get Inspired
• •Headline: Your Vision, Our Expertise. Luxurious Finishes Made Simple. Body: Dream of a breathtaking metallic feature wall? Our Gimcyn textured paints offer an opulent look that’s surprisingly achievable. Unleash your creativity with our easy-to-follow tutorials and dedicated support. Call to Action: Shop Metallic Paints | Watch DIY Guides
• •Headline: The Art of Italian Decor, Crafted for You. Body: Impera Italia brings you more than just paint and plaster; we deliver a tradition of Italian craftsmanship. Elevate your interiors with our curated collection and let our passion for design inspire your masterpiece. Call to Action: View Our Project Gallery | Learn About Training
• •Headline: Create with Confidence. Premium Microcement & Support. Body: Achieve seamless, modern surfaces with our high-performance microcement. Whether for floors, walls, or worktops, Impera Italia offers superior quality and the knowledge you need for a flawless finish. Call to Action: Discover Microcement Solutions | Talk to an Expert
• •Headline: Infuse Your Home with Timeless Italian Style. Body: Let the soul of Italian design transform your living spaces. Impera Italia’s exquisite range of decorative finishes provides endless inspiration to express your unique aesthetic. Begin your journey to a more beautiful interior today. Call to Action: Order Your Samples | Browse Our Lookbook