Brand Tone

Passionate, expert, authentic, technical, direct, unpolished, transparent, trustworthy, authoritative, and approachable for its niche audience.

Brand Values

• •Craftsmanship & Expertise
• •Passion
• •Authenticity & Transparency
• •Community & Collaboration
• •Quality

Best Practices

• •Lead with Passion and Expertise: Always write from the perspective of a passionate craftsman. Use technical details where appropriate to demonstrate knowledge, but always link them back to the benefit for the musician (e.g., "A .547" bore for a broad, powerful sound").
• •Maintain an Authentic, Unpolished Voice: Avoid overly slick marketing language. Keep the tone direct, honest, and personal. The "we're in the workshop" feel is a key asset.
• •Show, Don't Just Tell: Use video and high-quality photos of the making and repair process. The content should focus on the work itself —the tools, the materials, the hands-on skill. This visually reinforces the brand's core values.
• •Speak the Language of Musicians: Use industry-standard terminology correctly. Engage in technical discussions and demonstrate a deep understanding of what musicians look for in an instrument, from intonation to response.
• •Center the Founder's Identity: Miles O'Malley's personality is central to the brand. Continue to feature him in videos and communications. His passion and work ethic are the most compelling aspects of the brand story.

Social Perception

Perceived as a highly credible and skilled custom shop. Miles O'Malley is viewed as an innovative and dedicated craftsman. Customers and followers appreciate the direct access to the maker and the transparency of his process. The brand is seen as a valuable resource for high-end custom work, repairs, and expert advice. Feedback on retail transactions is overwhelmingly positive, highlighting fast shipping, great communication, and excellent customer service. There is a clear consensus that the brand is run by knowledgeable musicians for other musicians.

Copy Examples

• •This isn't just a trombone. It's hours of precision machining, a hand-spun bell, and a slide honed for effortless response. It's our obsession with craft, built for your art. Welcome to O'Malley Brass.
• •We're not a factory. We're a workshop. We're a team of musicians, machinists, and makers obsessed with the details that turn a good horn into a great one. Every instrument that leaves our Chicago shop is a piece of us.
• •The spin. The art. The sound. Every curve of an O'Malley bell is shaped by hand with a single purpose: to give your music its truest voice. #OMalleyBrass #Handmade #Trumpet #Craftsmanship #MadeInChicago
• •Your horn has a history. We have the expertise to honor it. From a full-service ultrasonic cleaning to precision valve alignment and custom fabrication, we treat your instrument with the same care we put into building our own.
• •Back in the shop for a deep dive on our latest French horn build. We're talking custom lead pipes, unique bell tapers, and what it takes to get the perfect sound. No frills, just craft. Let us know your thoughts in the comments.