Brand Tone

Expert & Authoritative, Passionate & Dedicated, Prestigious & Refined, Collaborative & Musician-Focused

Brand Values

• •Craftsmanship & Quality
• •Excellence in Performance
• •Versatility & Customization
• •Heritage & Expertise
• •Accessibility (through JP Rath)
• •Dedication to Musicians

Best Practices

• •Emphasize Craftsmanship and Quality: Consistently use language that highlights the hand-crafted nature, precision engineering, high-quality materials, and the bespoke aspects of Rath trombones. Words like "meticulous," "precision," "hand-crafted," "bespoke," "excellence," and "uncompromising" should be staples.
• •Focus on the Musician's Benefit: Frame features in terms of how they benefit the player – improved sound, better response, greater comfort, enhanced versatility, or the ability to express their unique musical voice. Connect the instrument directly to the player's artistry and performance.
• •Maintain a Professional and Respectful Voice: The tone should be confident and knowledgeable, but also respectful of the musician's skill and dedication. Avoid overly casual or colloquial language. The language should reflect the prestige of the brand.
• •Leverage Heritage and Expertise: Subtly weave in the story of Michael Rath's expertise and the brand's history to build trust and underscore the depth of knowledge behind each instrument.
• •Showcase Artist Validation (Authentically): While highlighting artist endorsements is powerful, do so in a way that feels genuine and focuses on their appreciation for the instrument's qualities, rather than just celebrity. Testimonials and artist stories can be very effective.

Social Perception

Highly Respected & Trusted, Symbol of Quality & Craftsmanship, Innovative yet Traditional, Aspirational, Positive Association with Founder

Copy Examples

• •Headline: The Rath Difference: Where Uncompromising Craftsmanship Meets Your Unique Voice. Body: For decades, Michael Rath Trombones has been synonymous with hand-crafted excellence. Each instrument is a testament to meticulous British engineering and a deep understanding of the musician's art. Discover the sound, response, and personalisation that only a Rath can deliver. Your performance deserves nothing less.
• •Headline: Bespoke For Brilliance. Engineered For You. Body: A Rath trombone isn't just built; it's born from a dialogue between artisan and artist. Our modular system and custom options ensure your instrument is a true extension of your musicality, perfectly tailored to your playing style and sonic vision. Experience the ultimate in trombone performance.
• •Headline: Chosen by the World's Leading Artists. Crafted for You. Body: From the grand stages of symphony halls to iconic jazz clubs, the world's most discerning trombonists choose Rath. This trust is earned through unparalleled quality, innovative design, and a relentless pursuit of perfection. Join the Rath family and elevate your sound.
• •Headline: The Legacy of Michael Rath: Precision in Every Note. Body: Rooted in a passion for musical excellence, every Rath trombone carries the legacy of Michael Rath's visionary approach to instrument design. Experience the handcrafted difference that makes a Rath more than an instrument – it's a partner in your musical journey.
• •Headline (for JP Rath line, maintaining quality association): JP Rath: Rath DNA, Accessible Performance. Body: Developed in collaboration with Michael Rath, the JP Rath series brings world-renowned design expertise and commitment to quality to a wider range of players. Experience exceptional playability and tone, built on a foundation of trombone mastery.