Brand Tone

Professional, Expert, Reliable, Technical, Direct, Informative

Brand Values

• •Quality and Expertise
• •Heritage and Stability
• •Reliability and Efficiency
• •Partnership
• •Innovation

Best Practices

• •Maintain a Professional Lexicon: Always use precise, industry-standard terminology. Avoid slang, overly casual language, or marketing jargon. The voice should be that of an expert consultant, not a general retailer.
• •Focus on B2B Benefits: Frame all communication around benefits relevant to a business: efficiency, quality, reliability, client satisfaction, and profitability. For example, instead of 'make your cabinets beautiful,' use 'deliver superior cabinet functionality that enhances your project's value.'
• •Showcase Expertise and Heritage: Regularly incorporate the brand's long history and technical knowledge into the copy. Mentioning 'over 100 years of experience' or 'expert-led advice' reinforces credibility and trust.
• •Be Direct and Informative: Ensure that headlines, emails, and calls-to-action are clear and to the point. The audience is busy and values information that is easy to find and digest. Prioritize data, specifications, and logistics.
• •Leverage Brand Partnerships: Consistently mention the high-quality brands MacLean distributes, such as GRASS, Hera, and Bachmann. This aligns MacLean BV with their partners' reputation for quality and innovation, elevating its own standing.

Social Perception

MacLean BV is perceived within its industry as a well-established, specialist B2B supplier. Its professional audience views it as a high-authority, reliable source for quality European furniture fittings and lighting solutions. It is seen as a legacy company, foundational to the furniture and interior construction trade, with a reputation built on product quality and logistical competence.

Copy Examples

• •Innovation in Motion: Introducing the new GRASS Nova Pro Scala Drawer System. Precision engineering meets timeless design. The latest from GRASS offers unparalleled stability and a feather-light glide for the most demanding interior projects. As a key distributor, we provide the technical expertise and inventory to integrate it seamlessly into your production line. Download the technical specifications today. #FurnitureFittings #Innovation #GRASS #InteriorDesign
• •Illuminate Your Vision. Engineered LED Solutions for Professionals. From utility and retail to bespoke interior concepts, our Hera LED lighting delivers superior quality and energy efficiency. Explore our extensive range.
• •New in Stock: Bachmann Cable Management + Q3 Technical Guide
• •For over a century, MacLean BV has been the trusted partner behind countless interiors. What began as a family business in 1921 has grown into one of the Netherlands' leading importers of high-quality furniture fittings and LED lighting. We don't just supply products; we provide confidence, reliability, and four generations of expertise.
• •Download Full Technical Catalogue. Get detailed specifications, installation guides, and product data for our complete range of furniture fittings. Your essential resource for planning and execution.