Brand Tone

Knowledgeable & Authoritative, Trustworthy & Reliable, Caring & Supportive, Natural & Authentic, Heritage-Proud & Traditional

Brand Values

• •Natural Efficacy
• •Tradition & Heritage
• •Quality & Purity
• •Expertise & Knowledge
• •Accessibility & Affordability
• •Customer Wellbeing
• •Integrity & Trust

Best Practices

• •Embrace Heritage with Relevance: While highlighting the 1860 legacy is key, always connect it to the benefits for today's customer. Frame tradition as a foundation for current expertise.
• •Prioritize Education and Empowerment: Share knowledge about herbs and natural health generously. The tone should be that of a trusted guide, helping customers make informed choices for their wellbeing.
• •Use Warm, Empathetic Language: When discussing health concerns, adopt a supportive and understanding tone. Avoid overly clinical or detached language. Show that Napiers cares.
• •Ensure Authenticity in 'Natural': Go beyond just saying 'natural.' Briefly explain the benefits of key botanical ingredients, their traditional uses, or the care taken in sourcing them.
• •Maintain Compliance and Honesty: Given the ASA ruling, it's crucial to be precise and compliant with claims, especially regarding medicinal benefits for unlicensed products. Focus on wellbeing, support, and traditional uses rather than explicit treatment claims where licenses aren't held. This builds long-term trust.

Social Perception

Highly Trusted by Loyal Customers, Seen as Effective for Natural Remedies, Respected for Heritage and Expertise, Generally Positive Online Reputation, Minor Scrutiny on Advertising Claims, Authentic and Ethical

Copy Examples

• •Since 1860, Napiers has championed nature's wisdom for your wellbeing. Discover time-honoured herbal remedies, expertly crafted for modern life. Tried. Tested. Trusted.
• •Navigate life's changes with gentle support. Our renowned Wild Yam Cream, rooted in traditional herbal knowledge, is formulated to nourish and balance. Experience the comfort of nature's care.
• •Sunlight on Scottish Speedwell, a key botanical in our Ageless range. 🌿 We believe in the pure power of plants, carefully selected and expertly blended to bring you skincare that’s as authentic as nature itself. #Napiers1860 #HerbalSkincare #NaturalBeauty #ScottishBotanicals
• •For over 160 years, Napiers has been a beacon of herbal expertise. Our qualified herbalists continue Duncan Napier's legacy, offering compassionate care and effective natural solutions to help you live your healthiest life.
• •Nourish Your Wellbeing: Expert Herbal Tips & Seasonal Support from Napiers.