Brand Tone

Helpful, Quality-Conscious, and Trustworthy

Brand Values

• •Quality Craftsmanship
• •Customer Empowerment & Satisfaction
• •Accessible Premium Products
• •American Made/Sourced (where applicable)
• •Integrity & Transparency

Best Practices

• •Prioritize the Customer's Journey: Always frame copy from the perspective of helping the customer solve a problem or achieve a goal. Use "you" and "your" frequently. Emphasize benefits (e.g., "easier installation," "lasting quality," "stress-free design process") over just features.
• •Balance Quality with Value: Consistently reinforce that Riley & Higgs offers premium, durable products (using specific material call-outs like "solid wood" when appropriate) but also highlight the accessible pricing or better value compared to alternatives. Avoid language that sounds overly cheap or excessively exclusive.
• •Maintain a Helpful and Accessible Voice: Ensure the language is clear, straightforward, and friendly. Avoid overly technical jargon unless explained. Encourage questions and interaction by explicitly offering design help or support.
• •Show, Don't Just Tell, with Authenticity: Incorporate real customer testimonials, project photos (with permission), and specific examples of quality (e.g., "soft-close hinges," "handcrafted details"). The story of the brand's origin adds to this authenticity.
• •Be Consistent Across All Channels: Whether it's a website product page, a social media update, an email newsletter, or a response to a customer query, the helpful, quality-focused, and trustworthy tone should be evident. Develop a simple style guide if multiple people are creating content.

Social Perception

Highly Positive Customer Experiences, Reliable & High-Quality Provider, Superior Alternative, Responsive & Trustworthy

Copy Examples

• •Headline for Website Banner: "Your Dream Kitchen, Built to Last. Premium Cabinets & Vanities Without the Premium Price Tag. Get Your Free Design Today!"
• •Social Media Post (Instagram/Facebook) with a customer kitchen image: "From design dream to stunning reality! ✨ We love seeing how our [Product Name, e.g., 'Solid Wood Shaker Cabinets'] transform your spaces. Quality you can feel, service you can trust. What project are you planning? Let us help! #RileyAndHiggs #KitchenRemodel #QualityCabinets #DreamKitchen #USAMade"
• •Product Description Snippet (for a Range Hood): "More than just a focal point, our handcrafted wood range hoods are the heart of a functional, beautiful kitchen. Made in the USA with solid maple and designed for easy installation, it’s the quality upgrade your home deserves. Questions? Our design experts are ready to assist! [Link to product/contact]"
• •Email Subject Line for a Promotion: "Stop Dreaming, Start Designing: Quality Kitchen & Bath Upgrades + Free Expert Help!"
• •About Us Page Excerpt: "We started Riley & Higgs because we believe everyone deserves a beautiful, high-quality kitchen and bath without the overwhelming cost or complexity. Tired of the limited options and impersonal service at big box stores? We were too. That's why we offer premium, often American-made, cabinets, vanities, and hoods, backed by genuine design support every step of the way."