Brand Tone

Elegant, Sophisticated, Classic, Timeless, Expert, Authoritative, Client-Focused, Personal, Passionate, Detail-Oriented

Brand Values

• •Timeless Elegance
• •Client-Centricity
• •Quality Craftsmanship & Bespoke Design
• •Attention to Detail
• •Integration of Traditional and Contemporary
• •Architectural Integrity
• •British Heritage & Talent
• •Sustainability
• •Creating Homes, Not Showcases

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the core characteristics of your brand's voice (e.g., Elegant, Expert, Client-Focused) with examples of "do's and don'ts" to ensure everyone writing for the brand is aligned.
• •Prioritize "You" Over "We" When Appropriate: While showcasing expertise is important, frame benefits and descriptions around the client's needs, desires, and how the product/service will enhance their life or space. (e.g., "Create *your* sanctuary" instead of "We design sanctuaries"). This reinforces the client-centric value.
• •Use Refined and Evocative Language: Choose words that convey luxury, quality, and timelessness. Avoid overly casual slang or overly technical jargon unless explaining a specific design or material benefit. Focus on words that paint a picture of sophistication and comfort.
• •Emphasize Stories and Craftsmanship: Highlight the stories behind products, the artisanal skill involved, or the inspiration behind designs. This adds depth and reinforces values like quality craftsmanship and bespoke design.
• •Maintain Consistency Across All Platforms: Ensure the tone used on the website, social media, email communications, and even product packaging is harmonious. Regular audits of content can help identify and correct any deviations.

Social Perception

Respected Authority, High-End & Luxury, Classic and Sophisticated Style, Trusted & Professional, Aspirational

Copy Examples

• •Website Banner for New Collection: "Introducing The Belgravia Edit: Curated pieces that whisper timeless elegance. Discover enduring style for your home."
• •Instagram Post for a Project: "Crafting spaces that tell your story. This [Room Type] in our recent [Location] project balances classic architecture with bespoke contemporary details, perfectly reflecting our client's vision."
• •Product Description (e.g., for a cushion): "Woven from the finest [Material], this exquisite [Pattern] cushion brings a touch of artisanal charm and enduring comfort to any setting. A testament to British craftsmanship, designed to be cherished."
• •About Us Snippet: "For over forty years, Joanna Wood has been synonymous with exceptional interior design, creating spaces that are as practical and comfortable as they are beautiful. Our philosophy is simple: to realise your vision with meticulous care and timeless style."
• •Email Subject Line for Newsletter: "Invite Enduring Beauty Home: Inspiration from Joanna Wood"