Brand Tone

Aspirational and Practical

Brand Values

• •Quality and Durability
• •Aesthetic Enhancement
• •Safety and Security
• •Performance and Efficiency
• •Value for Money

Best Practices

• •Always Pair Emotion with Logic: Every piece of copy should connect an aspirational benefit (e.g., beauty, ambiance, oasis) with a practical feature (e.g., durable construction, low voltage, weatherproofing). This dual approach appeals to both homeowners and professionals.
• •Use a Consistent, Premium Vocabulary: Consistently use words like "premium," "elegant," "crafted," "enhance," "secure," and "durable." Avoid slang, jargon (unless in a dedicated technical spec sheet), and overly casual language to maintain the brand's high-quality positioning.
• •Focus on the Outcome, Not Just the Object: Instead of saying "Buy our 5W Spotlight," frame it as "Create a dramatic nighttime focal point for your architecture and trees." Sell the result—the beautiful, secure outdoor living space.
• •Leverage Customer and Professional Testimonials: Use direct quotes from positive reviews in marketing materials. A landscaper's endorsement like "a solid fixture at this price point" is incredibly powerful for both B2C and B2B audiences.
• •Segment Messaging for B2C vs. B2B: While the core values remain the same, tailor the copy to the audience. For homeowners, emphasize "beauty," "ambiance," and "easy installation." For B2B customers, highlight "commercial grade," "reliability," "cost-effectiveness," and the ability to "complement your landscape design."

Social Perception

The public and customer perception of Lumina Lighting is that of a reliable, high-quality supplier of landscape lighting that offers good value. Positives include well-made, effective, and aesthetically pleasing products, often recommended by landscapers. Negatives stem from customer service issues (unanswered emails) and a low-profile social media presence, leading to a perception of being more product-focused than customer-service-oriented.

Copy Examples

• •Where Elegance Meets Endurance. Discover premium landscape lighting crafted to transform your nights and secure your peace of mind.
• •Don't just light up your garden. Redefine it. Our durable, low-voltage spotlights bring professional-grade ambiance and security home. Swipe to see the transformation. #BetterNights #LuminaLighting
• •Pro-Grade Landscape Lighting | Lumina Lighting | Durable, Elegant & Secure
• •Guide your guests with a warm, welcoming glow. Forged from solid cast aluminum and sealed against the elements, this path light isn't just a fixture—it's a statement of quality that enhances beauty and ensures safety, night after night.
• •Equip Your Projects with Reliable, Cost-Effective Landscape Lighting