Brand Tone

friendly, approachable, professional, and community-oriented

Brand Values

• •Customer Focus & Service
• •Quality and Expertise
• •Family-Run & Local Heritage
• •Community Involvement
• •Trust and Reliability
• •Adaptability and Growth

Best Practices

• •Always Prioritize the Customer: Frame your copy around their needs, questions, and aspirations. Use "you" and "your" frequently. Emphasize solutions and benefits rather than just product features.
• •Embrace Warmth and Accessibility: Use welcoming language. Avoid overly technical jargon unless clearly explained. Maintain a friendly, conversational yet professional style that reflects the in-store experience.
• •Highlight Expertise with Humility: Showcase your knowledge and experience through helpful advice, tips, and by explaining the quality of your products and services, but do so in a way that empowers the customer, not intimidates them.
• •Reinforce Local Connection: Regularly mention your Ashtead heritage, community involvement, and the benefits of supporting a local, family-run business. This builds trust and a sense of shared identity.
• •Be Consistent Across All Channels: Ensure that the tone used on your website, social media, in-store signage, and any advertisements is harmonious. This builds a strong, recognizable brand personality. Create a simple style guide if needed to remind content creators of the core tone and values.

Social Perception

Customers frequently describe the staff as "knowledgeable," "helpful," "friendly," and "professional." The service is often lauded as "excellent" from start to finish, including the fitting process. Many customers are repeat clients, underscoring their satisfaction and trust in the brand. They are seen as a reliable, long-standing local institution.

Copy Examples

• •Headline: Your Home, Beautifully Transformed. Since 1991. Body: For over 30 years, Milners has been helping Ashtead families create spaces they love. From stunning floors to the perfect finishing touches, our expert team is here to guide you every step of the way. Visit our showroom and feel the Milners difference. Call to Action: Explore Our Collections / Get Your Project Started
• •Headline: More Than Just a Store, We're Your Neighbours. Body: At Milners, we're proud to be a part of the vibrant Ashtead community. We believe in quality products, friendly advice, and service you can trust – just like a good neighbour! Pop in and say hello; we're always happy to help. Call to Action: Find Us / Meet Our Team
• •Headline: The Perfect Gift Awaits at Bumbles (within Milners)! Body: Looking for that special something? Discover a treasure trove of unique gifts, homewares, and charming cards at Bumbles, right here in Milners. From birthdays to 'just because,' find inspiration and delight. Call to Action: Visit Bumbles Today / See What's New
• •Headline: Expert Advice, Enduring Quality. That’s the Milners Promise. Body: Choosing new flooring or furnishings can be daunting. Our experienced team takes the time to understand your vision and budget, offering personalized recommendations and a seamless installation service. We’re confident you’ll love the results – we guarantee it! Call to Action: Book a Free Consultation / Learn About Our Guarantee
• •Headline: Supporting Ashtead, One Beautiful Home at a Time. Body: As a local, family-run business, we're passionate about our community. Thank you for choosing Milners and supporting local. We’re dedicated to bringing quality and style to your homes for many more years to come. Call to Action: Read Our Story / See Our Latest Projects