Brand Tone

Friendly and Approachable, Passionate and Committed, Professional and Trustworthy, Community-Oriented and Proudly Independent

Brand Values

• •Customer First: A deep commitment to providing genuine, honest, and exceptional customer service is paramount.
• •People-Centric: Strong emphasis on valuing and investing in their team, fostering a positive work culture, and recognizing staff contributions.
• •Heritage and Independence: Pride in their history, their founder's story, and their status as an independent, family-run business.
• •Quality and Curation: Dedication to sourcing and handpicking a unique and diverse range of high-quality products.
• •Resilience and Hard Work: Acknowledgment of overcoming challenges through dedication and a strong work ethic.
• •Community Engagement: A sense of responsibility and connection to the local community.
• •Innovation and Adaptability: Continuously evolving to meet customer needs both in-store and online, embracing new technologies and retail trends.

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the brand's personality, tone characteristics (e.g., warm, expert, inspiring), and specific language choices (words to use/avoid). Ensure this is accessible to everyone creating content.
• •Embody Core Values in Messaging: Consistently weave McElhinneys' core values – such as customer-centricity, heritage, quality, and community focus – into all communications, whether it's a social media post, product description, or customer service interaction.
• •Maintain a Human and Relatable Approach: Even when being professional, ensure the language is approachable and reflects genuine care for the customer, echoing the "McElhinneys Magic" and the personal touch they are known for.
• •Ensure Consistency Across All Channels: The warm, passionate, and trustworthy tone should be evident whether a customer is reading a Facebook update, an email newsletter, a product page on the website, or interacting with a TikTok video. Adapt the style to the platform but keep the core tone the same.
• •Train and Empower the Team: Ensure all staff, especially those in customer-facing and content creation roles, understand and can effectively implement the brand voice. Regularly review content and provide feedback to maintain consistency and authenticity.

Social Perception

Highly Regarded for Customer Service, Destination Store, Trusted Retailer, Iconic and Integral to the Community, Progressive and Award-Winning

Copy Examples

• •Headline: McElhinneys: 50 Years of Style, Service, and a Touch of Magic. Body: From our family to yours, experience the warmth and wonder of McElhinneys. Discover handpicked collections and the genuine Irish welcome that’s made us a beloved destination for generations. Being independent never goes out of style. Call to Action: Visit us in-store or explore the magic online at mcelhinneys.com.
• •Headline: Your Perfect Day Begins at McElhinneys Bridal Rooms. Body: With Ireland's largest selection of designer gowns and a team dedicated to making your dreams come true, say 'Yes!' to an unforgettable experience. Our expert consultants are here to guide you every step of the way. Call to Action: Book your exclusive bridal appointment today.
• •Headline: More Than a Store, It's a Legacy. Body: Rooted in Donegal, serving the world. McElhinneys combines the best of global brands with the heart of a local, independent business. Quality you can trust, service you'll remember. Call to Action: Shop our new arrivals and experience the McElhinneys difference.
• •Headline: The Team That Makes Us Shine. Body: At McElhinneys, our people are our pride. Experience award-winning customer service from a team that’s as passionate about our products as they are about making your day special. Because for us, it's personal. Call to Action: Meet the friendly faces at McElhinneys – in-store and online!
• •Headline: Bringing the Best to Ballybofey, And Beyond. Body: For over five decades, McElhinneys has journeyed the globe to bring unique, quality collections right to your doorstep. From Donegal to your home, experience retail excellence, handpicked for you. Call to Action: Discover global style, locally loved. Shop now.