Brand Tone

Artisanal & Traditional, Passionate & Knowledgeable, Resilient & Dedicated, Authentic & Proud, Slightly Formal but Approachable

Brand Values

• •Craftsmanship
• •Heritage & Tradition
• •Quality
• •Authenticity
• •Perseverance

Best Practices

• •Emphasize "Handmade" and "Artisan": Consistently use terms that highlight the manual craftsmanship, distinguishing Kilberry from mass-produced alternatives. Words like "hand-turned," "bespoke," "traditional methods," and "crafted" should be staples.
• •Show, Don't Just Tell, the Passion: Infuse copy with language that conveys a deep love for bagpipes, Scottish culture, and the craft. Share stories (where appropriate and brief) about the makers or the inspiration behind designs.
• •Maintain a Respectful and Knowledgeable Voice: The tone should reflect expertise without being alienating. Assume an audience that appreciates quality and tradition, or is eager to learn. Avoid overly casual slang, but remain approachable.
• •Connect to Heritage and Place: Regularly reference the Scottish roots, the Edinburgh location (especially the historic Royal Mile area), and the cultural significance of the bagpipes. This reinforces authenticity.
• •Be Transparent and Authentic, Especially with Challenges: As seen with their recent announcement, direct and honest communication about changes or challenges, framed within their ongoing commitment to the craft, builds trust and reinforces their dedication.

Social Perception

Guardians of a Dying Art, High-Quality, Bespoke Instruments, Knowledgeable Experts, Symbol of Scottish Heritage, Mixed Past, Respected Present

Copy Examples

• •From Our Hands, To Yours. Experience the soul of Scotland with a Kilberry Bagpipe, meticulously handcrafted in the heart of Edinburgh using time-honoured traditions. Each instrument a testament to generations of skill and a passion for the true sound of the pipes.
• •The 'St. Mary's Own' African Blackwood Bagpipe: Carved from select, dense African Blackwood and finished with hand-engraved sterling silver, this set embodies the pinnacle of Kilberry craftsmanship. Every drone is hand-turned by Master Maker Dave Wardell, ensuring not just an instrument, but a legacy. Hear the echoes of the Royal Mile in every note.
• •For over three decades, Kilberry Bagpipes has been more than a workshop; it's a vow. A vow to keep the ancient art of handmade bagpipe making alive. In a world of mass production, we choose tradition, quality, and the unique voice that only a truly artisan instrument can possess.
• •The journey of a Kilberry Bagpipe begins not with a machine, but with skilled hands and a deep understanding of the wood's spirit. Witness the dedication that goes into every curve, every bore. This is where heritage meets harmony. #KilberryBagpipes #HandmadeHeritage #ScottishCraftsmanship #ArtisanMade
• •Preserving the Craft: An Update from Kilberry Bagpipes – The Tradition Continues. Our commitment to artisan bagpipe making remains unwavering. While we focus on fulfilling current bespoke orders, the heart of Kilberry beats strong.