Brand Tone

Authentic/Traditional, Passionate/Enthusiastic, Straightforward/Product-Focused, Potentially Niche-Specific/Community-Oriented

Brand Values

• •Appreciation for History and Mythology
• •Quality and Craftsmanship
• •Community/Belonging
• •Self-Expression

Best Practices

• •Know Your Audience Deeply: Understand their level of knowledge (casual enthusiast vs. serious reenactor) and what aspects of Viking/medieval culture resonate most with them (mythology, history, warrior spirit, craftsmanship). Tailor your language accordingly.
• •Use Evocative, Thematic Language: Incorporate words and phrases that evoke the Viking era, Norse mythology, and the spirit of adventure or tradition (e.g., saga, valor, Norsemen, ancient, shield-wall, Yggdrasil). Avoid overly modern slang unless intentionally aiming for a humorous juxtaposition (which should be used carefully).
• •Emphasize Authenticity and Craftsmanship (where applicable): If products are handmade, historically inspired, or made with traditional techniques, highlight these aspects. This builds trust and appeals to the desire for genuine items.
• •Tell a Story: Connect products to the myths, legends, and historical context they come from. This adds depth and value beyond the physical item.
• •Maintain Consistency Across All Platforms: Ensure the tone used on the website, in product descriptions, email marketing, and any future social media is harmonious. This builds a cohesive and recognizable brand identity.

Social Perception

Enthusiast Appeal, Expectation of Authenticity, Quality Concerns, Growing Mainstream Interest

Copy Examples

• •Forge Your Legend. Our new Mjölnir pendant, crafted with ancient tradition in mind, embodies the strength and protection of Thor. Wear a symbol of power, carry a piece of history. Explore the collection.
• •Raise Your Horn to the Gods! Each of our drinking horns is a unique echo of the feasting halls of old. Perfect for your next gathering or as a timeless piece of Norse heritage. Skål!
• •Step into the Saga. Our latest collection of Viking-inspired garb is designed for authenticity and comfort, whether you're at the medieval faire or embracing the ancient warrior spirit in your daily life.
• •At Midgardmarkt, we share your passion for the Viking Age. We meticulously source items that honor the tales, traditions, and artistry of the North. Join our clan and keep the spirit alive.
• •Bring the Wisdom of the Old Gods Home. Our hand-picked decorative pieces, from intricately carved runes to statues of the Æsir, add a touch of ancient mystique and powerful symbolism to your sacred space.