Brand Tone

Authoritative, Professional, and Trustworthy

Brand Values

• •Expertise & Heritage
• •Quality
• •Customer-Centric Service
• •Comprehensive Selection
• •Reliability

Best Practices

• •Lead with Experience: Always ground the brand's message in its 40+ year history. Use phrases like 'With decades of experience,' 'Our experts recommend,' and 'A tradition of quality since 1977' to reinforce authority.
• •Prioritize 'Quality' in Your Vocabulary: Use words that evoke quality and performance, such as 'premium,' 'expert-selected,' 'durable,' 'high-performance,' and 'crafted.' This aligns all copy with the 'Quality in motion' tagline.
• •Communicate with Professional Clarity: Ensure all customer-facing information (shipping, returns, payment) is simple, direct, and easy to find. This builds trust and reflects the brand's straightforward, professional nature.
• •Speak as the Specialist: Create content that demonstrates knowledge, such as buying guides, maintenance tips, and product comparisons. This proves the brand's expertise rather than just claiming it.
• •Maintain a Grounded and Confident Voice: Avoid overly casual slang, emojis, or hype-driven language that could dilute the brand's authoritative and professional image. The tone should be confident and assured, reflecting its long-standing position in the market.

Social Perception

Customers likely perceive Robito as a reliable, no-frills expert for specific sporting needs, particularly for skates; a specialist store for quality equipment and knowledgeable service, not for trendy social content.

Copy Examples

• •Four Decades of Expertise. Your Perfect Skate, Guaranteed.
• •Engineered for the edge. As the premier importer of Viking skates in Norway, we deliver unparalleled quality and performance. Experience the difference that 40 years of expertise makes on the ice.
• •Spend less time waiting and more time moving. Robito offers fast, reliable delivery and simple returns on all sports and leisure gear. Shop today, play tomorrow.
• •Since 1977, Robito has been the trusted name in Norwegian skating. Founded on a passion for quality in motion, we continue to provide athletes and enthusiasts with expertly selected gear and the service they deserve.
• •Get Ready for the Ice: Expert Tips & Our Newest Skates Inside.