Brand Tone

Expert & Professional, Approachable & Friendly, Stylish & Aspirational, Trusted & Authoritative, Supportive & Educational

Brand Values

• •Expertise & Craftsmanship
• •Quality
• •Customer Satisfaction
• •Innovation & Trend Awareness
• •Heritage & Trust
• •Passion for Hair
• •Education & Development

Best Practices

• •Develop a Brand Voice Chart: Clearly define your brand's personality traits (e.g., Expert, Friendly, Stylish), corresponding "Do's" and "Don'ts" for language, and examples of tone in action. Share this with everyone creating content.
• •Understand Your Audience on Each Platform: While the core values remain, adapt the *delivery* of the tone slightly for different platforms. For example, TikTok can be more informal and trend-driven than a professional LinkedIn post (if applicable) or a website's "About Us" page. Peter Mark does this well by being more playful on TikTok.
• •Prioritize "Expert Yet Approachable": Always ground your copy in your hairdressing expertise, but deliver it in a way that is easy to understand, welcoming, and not intimidating. Avoid overly technical jargon unless explaining its benefit clearly.
• •Showcase, Don't Just Tell: Instead of just saying you're "experts," demonstrate it through client testimonials, before & after visuals with descriptive captions, and by sharing insights from your stylists. Let the results and client experiences speak to your quality and professionalism.
• •Maintain Consistency in Visuals and Text: The style of your imagery and videos should complement your written copy. Peter Mark's high-quality, stylish visuals on Instagram align well with their "stylish and expert" written tone. Ensure all elements work together to tell the same brand story.

Social Perception

Peter Mark is widely perceived as a leading and reputable hairdressing chain in Ireland. They are seen as experts in hair cutting, colouring, and styling. The brand is often associated with quality and professionalism, though sometimes considered to be at a higher price point compared to smaller, independent salons. They are generally viewed as reliable and consistent, a place many trust for significant hair changes or maintaining their style. Their longevity in the market gives them an image of being an established and trusted Irish brand. Younger audiences reached via TikTok likely see them as trend-aware and engaging, while older demographics appreciate their established reputation for quality.

Copy Examples

• •Headline (Website/Social Media for a new styling product): "Unlock Your Style Potential. Expertly Crafted by Peter Mark, Loved by You."
• •Instagram Caption (Showcasing a balayage): "Sun-kissed perfection by our talented team! ✨ We believe in the art of beautiful hair and the confidence it brings. Swipe to see the before! #PeterMarkHair #BalayageExperts #IrishHairdresser #HairTransformation"
• •Facebook Ad (Promoting a seasonal offer): "Refresh your look this season! For over 60 years, Peter Mark has been Ireland's trusted name in beautiful hair. Book your complimentary consultation today and let our experts craft your perfect style. Link in bio. #PeterMark #HairOffer #ExpertStylists #TrustedSalon"
• •TikTok Video Concept Intro (Quick Tip): "Want salon-fresh hair every day? 👋 Your Peter Mark Pro has a 30-second hack you NEED to try! #HairTip #PeterMarkPro #DIYHair #HealthyHair"
• •Email Subject Line (for newsletter subscribers): "Expert Insights: Your Guide to Autumn's Hottest Hair Trends from Peter Mark"