Brand Tone

professional, expert, and reverent

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Quality
• •Authenticity
• •Expertise and Service
• •Exclusivity

Best Practices

• •Prioritize an Expert Tone: Always write from a position of authority and deep knowledge. Use precise, descriptive language that educates the customer about the materials, historical period, and craftsmanship of each piece.
• •Emphasize Heritage and Storytelling: Every antique has a history. Whenever possible, incorporate the story of a piece or the historical context of a design to create a deeper connection with the customer.
• •Use a Formal and Elegant Vocabulary: Avoid slang, overly casual language, or modern marketing buzzwords. Opt for words like "bespoke," "authentic," "heritage," "craftsmanship," and "timeless" to maintain brand consistency.
• •Focus on "Show, Don't Just Tell": Instead of saying a fireplace is "high-quality," describe the "meticulously hand-carved foliage" or the "precisely measured moulding." Let the details of the craft speak for themselves.
• •Maintain a Consistent Brand Voice Across All Platforms: Although the company is not active on social media, this principle should apply to all written communications, from the website and product descriptions to emails and invoices. Every touchpoint is an opportunity to reinforce the brand's values of professionalism and expertise.

Social Perception

The public and customer perception of Robert Aagaard Antique Fireplaces is that of a highly reputable, albeit traditional, business. Customers who have interacted with the company hold it in high regard, valuing the quality of the products and the professionalism of the service. The lack of a significant online review footprint or social media engagement means their reputation is likely strongest within their local area and among those specifically seeking high-end, antique fireplaces. The brand is perceived as a trusted authority in its niche field, a go-to for those who prioritize historical accuracy and superior craftsmanship over mass-produced alternatives.

Copy Examples

• •For Over 50 Years, the Heart of the Home Has Been Our Heritage. Discover the timeless elegance of a Robert Aagaard fireplace, where traditional craftsmanship and authentic design endure.
• •An authentic late 19th-century Victorian chimneypiece in Carrara marble. This piece was reclaimed from a historic townhouse in Bath and has been meticulously restored by our master craftsmen. The hand-carved corbels and refined detailing are a testament to the era's artistry, offering a genuine piece of history for your home.
• •At Robert Aagaard, we do more than sell fireplaces; we preserve a legacy of craftsmanship. Founded in Knaresborough, our workshop continues a tradition of creating bespoke and restoring antique chimneypieces using the same time-honored techniques that have defined English homes for centuries. Each piece is a tribute to the enduring beauty of wood, stone, and marble.
• •Your home deserves more than a fireplace. It deserves a centerpiece of history and character. Robert Aagaard & Company: Specialists in antique and period chimneypieces for generations.
• •The challenge was to bring authentic Georgian elegance to a modern new build. Our solution was a bespoke, hand-carved pine surround, designed in the 18th-century style and perfectly scaled to the room's dimensions. The result is a seamless blend of classic design and contemporary living, proving that true craftsmanship is always in style.