Brand Tone

Professional, Supportive, Value-Driven

Brand Values

• •Reliability and Quality
• •Customer Success
• •Accessibility and Affordability
• •Responsiveness

Best Practices

• •Lead with Value, Support with Quality: Always start messaging with how the product benefits the professional's business (e.g., saving money, improving client experience), then follow up with the quality features (e.g., steel frame, durability) that make it possible.
• •Champion the Customer: Use language that positions the salon or barber professional as the hero. Phrases like "Everything you need for success" and "Invest in your craft" empower the customer and align the brand as their supportive partner.
• •Be Direct and Clear: In a B2B context, professionals appreciate clear, concise information. Avoid overly flowery language. Clearly state the price, benefits, and features. Promotions like "Free Shipping" and "Buy Now, Pay Later" should be prominent.
• •Show, Don't Just Tell, Your Support: Instead of simply saying "we have great support," use customer testimonials and stories in marketing content. Highlighting specific instances where support staff like "Brandon" or "Martin" solved a problem makes the value of your support tangible.
• •Maintain a Consistent Visual Identity: Ensure that the professional, clean, and value-oriented tone is reflected in all visuals. Use high-quality imagery of products in real or well-styled professional environments across the website and social media to reinforce the brand's commitment to quality and success.

Social Perception

Keller International is largely perceived as a reputable and cost-effective supplier known for fair pricing and strong customer service, often praised for helpful support staff and product durability. However, there are criticisms regarding occasional product quality issues, restrictive return policies, and potential curation of on-site reviews, despite holding an A+ BBB rating (non-accredited).

Copy Examples

• •Style that works as hard as you do. ✨ Introducing the new ‘Aura’ Styling Chair. Built with a reinforced steel frame and premium cushioning for ultimate client comfort and day-in, day-out reliability. Because your success is our business. Tap to shop and get free shipping! #Keller4Salon #SalonEquipment #ModernSalon #StylistLife #QualityYouCanTrust
• •Build Your Dream Salon for Less.
• •UPGRADE YOUR STATION. NOT YOUR BUDGET. Buy More, Save More is on! Get up to 20% off all salon and barber stations, plus free shipping.
• •Still thinking it over? Your clients will love this. Remember, every Keller International order comes with free shipping and dedicated customer support to ensure you're set up for success. Complete your order today and pay over time with our easy financing options!
• •The ‘Legacy’ Barber Station – Where Tradition Meets Function. For the barber who values strength and style. The Legacy Station is your reliable partner, crafted from high-quality materials to withstand the busiest of days. With ample storage, a durable work surface, and a timeless design, it’s more than furniture—it’s an investment in your craft and your clients’ experience. Backed by our commitment to quality and unbeatable support.