Brand Tone

Confident & Edgy, Playful & Fun, Approachable & Authentic, Passionate & Creative, Stylish & Aspirational

Brand Values

• •Individuality & Freedom
• •Authenticity & Realness
• •Fun & Happiness
• •Craftsmanship & Quality
• •Respect & Sustainability
• •Timelessness (with an edge)

Best Practices

• •Develop a Brand Voice Chart: Clearly define 3-5 core tone characteristics (e.g., Edgy, Playful, Authentic, Confident, Stylish) with "do's and don'ts" for each. For example, "Edgy: Do use confident, slightly rebellious language. Don't use offensive or overly aggressive terms."
• •Know Your Audience, Speak Their Language: Understand who you're talking to. The "rocker" and "western" vibe appeals to a certain demographic. Use language and cultural references that resonate with them, while staying true to the brand's core.
• •Storytelling with Attitude: Weave the brand's story and values (craftsmanship, freedom, fun, Spanish heritage) into the copy. Don't just sell a product; sell the lifestyle and the feeling Mercules embodies.
• •Consistency Across All Channels: Ensure the tone is consistent from website copy and product descriptions to social media posts, emails, and even customer service interactions. While the specific message might vary, the underlying voice should remain the same.
• •Use "We" and "You" to Build Connection: Employ first-person plural ("We don't have a planned strategy...") to humanize the brand and second-person ("...that our customers have a good time with us") to directly address and engage the customer, fostering that "approachable" feel.

Social Perception

High-Quality & Well-Crafted, Stylish & Unique, Cult Following/Insider Brand, Approachable Luxury, Collaborative & Current

Copy Examples

• •Instagram Post (New Bag Launch): "Unleash your inner rebel. Our new [Bag Name] isn't just a bag, it's an attitude. Crafted in Spain, ready to rock your world. Dare to carry it? #MerculesRocks #MadeInSpain #LeatherGoods #NewArrival"
• •Website Banner (Homepage): "MERÇULES: Timeless Leather. Modern Edge. Crafted with passion, worn with rebellion. Discover the collection."
• •Email Subject Line (Sale Promotion): "Your Wild Side Called. (It Wants a Mercules Bag on Sale 😉)"
• •TikTok Video Caption (Styling Video): "From dawn 'til dusk, with a little bit of Mercules grit. How are you styling your freedom today? Show us! 🤘 #MerculesStyle #WesternRock #OOTD #SpanishLeather"
• •Product Description (Belt): "Cinch it, own it. The [Belt Name] belt isn't just about holding things up – it's about elevating your entire look with a flash of Spanish craftsmanship and a whisper of rebellion. Because boring is never an option."