Brand Tone

Authentic & Rooted, Creative & Unique, Familial & Welcoming, Quality-Conscious & Discerning, Passionate & Inspired

Brand Values

• •American Craftsmanship
• •Sustainability & Repurposing
• •Originality & Exclusivity
• •Family Heritage & Tradition
• •Customer Experience & Connection
• •Quality & Value
• •Authenticity

Best Practices

• •Embrace Storytelling: Weave in the narrative of family heritage, Mississippi Delta roots, and Paul's journey to find and create unique pieces. This reinforces authenticity and connection.
• •Highlight "Paul's World" and American Made: Consistently feature the exclusivity, craftsmanship, and sustainable aspects (reclaimed materials, natural elements) of their signature line. This speaks to quality and uniqueness.
• •Use Evocative and Sensory Language: Describe the "treasure hunt" experience, the texture of reclaimed wood, the history in salvaged items. Appeal to the customer's desire for discovery and unique finds.
• •Maintain a Welcoming, Inclusive Voice: Reinforce the "feel like family" ethos. Address the customer as a fellow enthusiast for design, entertaining, and creating a beautiful home.
• •Be Visually Consistent in Messaging: Ensure that the language used in copy aligns with the visual aesthetic presented on their website and social media – which is often rustic, high-quality, artistic, and nature-inspired.

Social Perception

Positive for Unique Finds, Appreciation for Craftsmanship and Materials, Seen as High-End but with Value Options, Family-Oriented and Passion-Driven, Trusted for Holiday Decor, Some Employment Concerns (Internal)

Copy Examples

• •Headline: Unearth Your Home's Story. Body: At Paul Michael Company, we believe every piece tells a tale. Discover handcrafted furniture and unique decor, born from reclaimed history and American artistry. Start your treasure hunt today. Tone Match: Creative, Unique, Authentic.
• •Headline: More Than Furniture. It's Family. Body: From our Mississippi Delta roots to your home, welcome to the Paul Michael family. Experience the warmth of design that’s built to last, inspired by generations of craftsmanship. Tone Match: Familial, Welcoming, Rooted.
• •Headline: Designed by Paul. Destined for Your Home. Body: Introducing Paul's World exclusives: 100% American-made creations using reclaimed wood, architectural salvage, and natural wonders. Own a piece of authentic, sustainable artistry. Tone Match: Authentic, Quality-Conscious, Unique.
• •Headline: The Art of a Well-Lived Home. Body: For the discerning eye and the creative spirit. Paul Michael Company offers curated collections where quality meets originality. Elevate your space with pieces that inspire. Tone Match: Discerning, Creative, Inspired.
• •Headline: Reclaim. Reuse. Redecorate. Reimagine. Body: Our commitment to sustainable style means giving new life to timeless materials. Explore unique finds that are as kind to the earth as they are beautiful in your home. Tone Match: Sustainable, Unique, Creative.