Brand Tone

Professional and Authoritative.

Brand Values

• •Efficiency
• •Opportunity
• •Trust and Discretion

Best Practices

• •Maintain a Formal B2B Lexicon: Always use professional and industry-specific terminology (e.g., "Insolvenzware," "Sonderposten," "Liquidierung"). Avoid slang, overly casual phrases, and colloquialisms to maintain authority and appeal to a commercial audience.
• •Focus on "What" and "How," Not Just "Why": While the "why" (value opportunity) is important, B2B clients are highly interested in the specifics. Clearly articulate what the products are, how the process works, and what the clear benefits are (e.g., "Increase your profit margins," "Accelerate your stock turnover").
• •Emphasize Exclusivity and Professionalism: Use words like "exclusive," "commercial," "verified," and "professional" to reinforce the B2B nature of the platform and assure users they are in a protected, business-oriented environment.
• •Create a Simple Style Guide: Document key brand terms, the appropriate tone of voice, and formatting rules. This ensures that any person creating content—whether for the website, an email, or a potential LinkedIn profile—does so consistently.
• •Prioritize Clarity and Brevity: The target audience is busy and values efficiency. Sentences should be clear, direct, and free of unnecessary jargon or fluff. Use bullet points and bold text to make key information easily scannable.

Social Perception

Niche and Under-the-Radar.

Copy Examples

• •Efficient Liquidation for Your Overstock. Convert Surplus Assets into Capital with Germany's Trusted B2B Marketplace.
• •New Listing: Access Exclusive B2B Lots of Electronics Returns.
• •Register as a Commercial Buyer
• •Expand your retail inventory with high-value insolvency goods. At market-trade, we provide verified commercial buyers with direct access to unique stock opportunities. Register today to view exclusive listings.
• •market-trade is the professional B2B platform for special-stock goods. We connect suppliers and qualified buyers with a focus on efficiency, transparency, and creating exceptional value opportunities in the secondary market.