Brand Tone

aspirational and sophisticated

Brand Values

• •Quality and Craftsmanship: Repeated emphasis on "high quality Colombian jewelry," "18k gold," "precious stones," and "artisans" preserving "ancestral techniques."
• •Exclusivity and Uniqueness: Promoting "exclusive designs," "unique pieces," and the use of "3D technology to create unique, bespoke pieces."
• •Tradition and Heritage: Highlighting "Colombian jewelry," "rich tradition," and "goldsmith heritage."
• •Customer Experience and Personalization: Offering "personalized jewelry," a "personalized experience throughout the process," and aiming to create pieces that "truly tell your story."
• •Elegance and Timelessness: Descriptions like "timeless elegance" and focusing on pieces that symbolize "eternal love."

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., sophisticated, aspirational, elegant, trustworthy, traditional yet contemporary) and share it with everyone creating content.
• •Use Consistent Terminology: Employ recurring keywords and phrases that reinforce your brand's positioning, such as "Colombian luxury," "18k gold," "handcrafted," "exclusive design," and "timeless elegance."
• •Focus on Storytelling: Connect with your audience by weaving narratives around the heritage of Colombian jewelry, the craftsmanship involved, and the emotional significance of your pieces.
• •Maintain a High Standard of Language: Ensure all copy is grammatically correct, well-structured, and uses evocative language that reflects the quality and exclusivity of your products. Avoid overly casual slang unless specifically targeting a younger demographic on platforms like TikTok, but even then, maintain an undercurrent of aspiration.
• •Align Visuals and Text: Ensure the tone of your copywriting is mirrored in your product photography, website design, and social media visuals. Luxurious and high-quality imagery will reinforce the sophisticated and aspirational tone conveyed in your text.

Social Perception

The brand aims to be perceived as a high-end, trustworthy jeweler specializing in authentic Colombian gold and precious stones. They emphasize the emotional value and symbolism of their jewelry, particularly for significant life moments like engagements. Their presence on TikTok with a substantial following suggests a positive engagement with a younger audience interested in luxury items. The physical store locations add a layer of credibility and accessibility for customers in those regions. They also seem to be positioning themselves as knowledgeable, offering information about gemstones and jewelry care.

Copy Examples

• •Headline for a new collection: "Unveil Your Radiance: The Neogold Tesoro Collection – Where Colombian Heritage Meets Timeless Elegance."
• •Instagram caption for an engagement ring: "A promise whispered in gold, a future sparkling with brilliance. Discover the artistry of Neogold and find the symbol of your eternal love. #NeogoldJoyerias #ColombianEmeralds #LuxuryEngagementRings #SheSaidYes"
• •Website banner text: "Experience the Soul of Colombian Craftsmanship. Neogold Joyerías: Exquisite 18k Gold and Diamond Jewelry, Uniquely Yours."
• •Email subject line for a promotion: "Indulge in Exclusivity: A Special Invitation from Neogold Joyerías."
• •Product description snippet for a men's gold chain: "Command attention with the bold sophistication of our 18k gold Cuban link chain. A testament to enduring style and impeccable Colombian artistry, designed for the discerning gentleman. #NeogoldHombres #LuxuryMensJewelry #ColombianGold"