Brand Tone

Exclusive, Professional, and Discreet

Brand Values

• •Exclusivity & Access
• •Authenticity
• •Efficiency & Service
• •Trust & Discretion

Best Practices

• •Use Sophisticated and Assertive Language: Employ a vocabulary that reflects luxury. Words like 'coveted,' 'iconic,' ' bespoke,' 'curated,' and 'unrivaled' reinforce the brand's high-end positioning. Always sound confident and capable.
• •Prioritize Discretion in Public-Facing Copy: Avoid mentioning specific prices or client details in public posts. Guide conversations to private channels (DMs, email) to maintain an aura of exclusivity and protect client privacy. The phrase 'Available upon request' is more on-brand than 'DM for price.'
• •Focus on the Benefit, Not Just the Feature: The feature is the product (e.g., a Chanel flap bag). The benefit is the time saved, the frustration avoided, the joy of acquiring a 'grail' item, and the status of ownership. Copy should speak to these emotional drivers (e.g., 'Devote your time to what matters most; we'll handle the search.').
• •Maintain a Consistent Brand Voice Across All Platforms: The professional, exclusive tone used on the website should be identical to the tone on Instagram, Facebook, and any client email communication. This consistency builds a strong, recognizable, and trustworthy brand identity.
• •Let the Product Be the Hero: In visual media like Instagram, keep copy concise and powerful. The high-quality image of the luxury item does most of the talking. The copy should complement it by stating its name and reinforcing the brand's core message: access and authenticity. Let the rarity of the product speak for itself.

Social Perception

The perception is that of a specialized, reliable agent for acquiring legitimate, hard-to-find luxury goods.

Copy Examples

• •The Wait is Over. The Rolex GMT-Master II 'Pepsi' on Jubilee. Sourced and secured for immediate collection in Sydney. Your collection is one request away. #Rolex #GMTMaster2 #LuxurySourcing
• •Your Global Access to Luxury. Why spend your time searching when we can do it for you? With a trusted global network and a commitment to guaranteed authenticity, Mr Concierge delivers the world's most coveted items directly to your door. Submit your request today.
• •That Elusive Hermès. Found. The Birkin. The Kelly. The Constance. For many, they are the pinnacle of a collection, yet they remain just out of reach. At Mr Concierge, we specialize in sourcing these iconic pieces. Let us make the impossible, possible.
• •Just Landed: A Curated Selection for Our Clients. This week, our network has unlocked access to a limited selection of highly sought-after pieces, including Dior Saddle Bags and Audemars Piguet Royal Oaks. These items are available for immediate sourcing. View the collection before it's gone.
• •They said it couldn't be found. We went and found it. Sourcing the Unsourceable is not just our motto—it's our promise. What can we find for you? #PersonalShopper #LuxuryAustralia #MrConcierge