Brand Tone

Artisanal, Educational, Sophisticated yet accessible, Professional and passionate.

Brand Values

• •Sustainability
• •Quality
• •Beauty

Best Practices

• •Use Evocative and Sensory Language: Consistently use descriptive words that appeal to sight and touch. Phrases like "buttery smooth," "subtle movement," "cloud-like finish," and "luminous quality" reinforce the unique, tactile nature of the products.
• •Educate and Empower: Frame content to be helpful and instructional. Position the brand as an expert guide, empowering customers to achieve professional-looking results. This builds trust and encourages trial of a specialty product.
• •Highlight Core Values in Every Message: Whether writing about a new color or an application technique, weave in the brand's commitment to sustainability, health, and quality. Mentioning "zero VOC," "plant-based," or "natural minerals" should be standard practice.
• •Maintain a Sophisticated Yet Accessible Tone: The brand's voice should be refined and appreciative of beauty, but never alienating. Avoid overly technical jargon without explanation and ensure the overall feeling is welcoming and inspiring.
• •Tell the Brand Story: Infuse the narrative of the founders' passion for natural materials and the company's mission to create healthier living spaces into the copy. This personal touch builds a stronger connection with a niche audience that values authenticity and craftsmanship.

Social Perception

Highly regarded by a niche market, perceived as a source of high-quality, unique, artisanal and eco-friendly specialty paint with excellent customer service.

Copy Examples

• •Your walls are more than a backdrop; they're a canvas. Create a masterpiece with the timeless, cloud-like texture of our authentic Limewash paint. Whisper stories of ancient villas into your home.
• •Breathe easy with Thrive by James Alexander. Our plant-based, zero-VOC paint doesn't just color your world—it protects it. Healthy for your home, beautiful on your walls.
• •Offer your clients more than just color. Provide a story. James Alexander Specialty Paints delivers artisanal, eco-friendly finishes that elevate any space. Let's create something beautiful together.
• •Introducing 'Eucalyptus Bark' from our Thrive collection. A calming, grounding hue inspired by nature's own palette. Wrap your room in the serene, washable matte finish of our signature plant-based paint.
• •From Flat to Fabulous: A Weekend DIY with Our Venetian Plaster.