Brand Tone

Sophisticated, Confident, and Bold

Brand Values

• •Quality & Craftsmanship
• •Heritage & Tradition
• •Individuality & Character
• •Purpose & Design

Best Practices

• •Always Lead with "Why": Start with the brand's core purpose—to "Enhance your Character™." Every piece of copy, from a social media post to an email, should connect the product back to this promise of individuality and confidence.
• •Integrate the "Crafted in Italy" Story: Consistently mention the Italian craftsmanship, fine silk, and artisanal heritage. This is the brand's primary differentiator and justifies its premium positioning. Use evocative words like "artisan," "heritage," "woven," and "hand-finished."
• •Maintain a Confident and Active Voice: Use strong, declarative sentences. Avoid passive language or hesitant phrasing. Instead of "Our ties might help you look good," use "Our ties are designed to make you unforgettable."
• •Balance Sophistication with Boldness: Pair elegant descriptions of quality and craft with powerful, punchy headlines. For example, a sophisticated body text about silk weaving can be paired with a bold call to action like "Define Your Look."
• •Create a Brand Lexicon: Develop a list of on-brand words (e.g., Crafted, Bold, Distinctive, Heritage, Character, Confident, Refined, Unforgettable) and off-brand words (e.g., Cheap, Cute, Funky, Discounted, Basic). Ensure all copywriters and marketing team members use this lexicon to maintain consistency.

Social Perception

A niche, premium accessories brand. The general public likely perceives LESOVS as a high-end provider of men's ties and accessories. The price point ($128 per tie) and the focus on Italian silk craftsmanship position it in the luxury or affordable luxury segment. The target customer likely perceives the brand as a source for distinctive, well-made accessories that stand out from mass-market options. The appeal is for men who are intentional about their style and are willing to invest in quality pieces.

Copy Examples

• •The Difference is in the Details. Woven from the finest Italian silk, each LESOVS tie is a masterpiece of color and texture. It’s not just an accessory; it’s a statement. Crafted to Enhance your Character™.
• •Don’t Just Get Dressed. Make a Statement. Discover bold designs, crafted in Italy, that were made to be remembered.
• •Beyond the Suit. Our ties are crafted for the man who defines his own style. Experience the heritage of Italian silk and modern design.
• •Mediocrity is Not an Option. Your ambition is bold. Your style should be too. LESOVS accessories are designed in New York and crafted in Italy for a look that is anything but ordinary. Shop the collection and save 10% on your first order.
• •The Eclipse Tie in Blue & Gray: Inspired by the precise alignment of celestial bodies, the Eclipse tie features a confident pattern that is both dynamic and refined. Made by artisans in Northern Italy using traditional silk screening, its rich depth of color ensures a memorable look from the boardroom to the evening out. Enhance your Character™.