Brand Tone

Aspirational yet Approachable, Professional, and Community-Oriented.

Brand Values

• •Quality and Durability
• •Customer Service Excellence
• •Community and Heritage
• •Trust and Reliability
• •Sustainability

Best Practices

• •Lead with Quality and Longevity: Always emphasize that products are a lasting investment, not just a purchase. Use words like "enduring," "handpicked," "craftsmanship," and "built to withstand" to reinforce the message of durability and quality.
• •Weave in the Bermuda Connection: Reference the brand's local heritage and its connection to the island lifestyle. Mentioning Bermuda's climate, landmarks, or the community directly makes the brand feel authentic and rooted.
• •Balance Aspiration with Approachability: While showcasing a luxurious lifestyle, maintain a warm and welcoming tone. Share stories about the team, the family history, and customer relationships to humanize the brand and make it feel accessible.
• •Speak with Professional Confidence: In B2B communications and product descriptions, use a confident, knowledgeable, and professional voice. Highlight expertise, the quality of partner brands, and the efficiency of your services to build trust with designers and architects.
• •Showcase Community Values: Regularly communicate the brand's community involvement. Framing charitable donations and local support as a core part of the "why" behind the business reinforces positive social perception and strengthens brand loyalty.

Social Perception

The public and its customer base perceive Island Trading as a premier, reliable, and high-quality local institution. It is seen as the go-to source for premium outdoor and, increasingly, indoor furniture in Bermuda. Interior designers and trade clients view them as an indispensable and professional partner with a great selection and seamless processes. For the broader community, the brand is seen as a long-standing, family-run business that is genuinely invested in the island's welfare through its consistent charitable contributions and support of local events. Their long history and commitment to service has cultivated a loyal customer base that sees the brand as a dependable part of their lives.

Copy Examples

• •Introducing the Signature Bermuda Collection. We've married timeless design with the enduring spirit of our island to create pieces that aren't just furniture, but a part of your home's story. Crafted to last a lifetime and designed to capture the essence of Bermuda living. Explore the collection online and in our showroom.
• •For over 40 years, our family has been helping yours create beautiful spaces. It’s a legacy we’re proud of, from our showroom on Reid Street to your home. Thank you, Bermuda, for your continued trust. We're honored to be a part of this community.
• •Timeless Style, Island-Proof Durability. We meticulously select each piece to withstand Bermuda's climate, ensuring your investment is as enduring as it is beautiful. Experience the Island Trading standard.
• •Partner with Island Trading for your next project and access Bermuda's premier collection of quality home furnishings. Our dedicated trade team ensures a seamless process from selection to white-glove delivery, so you can deliver exceptional results to your clients. View our brand lookbooks today.
• •Luxury you can feel good about. Discover our curated selection of sustainable and recycled furniture brands that are as kind to the planet as they are beautiful in your home. Live beautifully, live responsibly.