Brand Tone

Aspirational yet accessible. Confident, Stylish, and Engaging. For leather, it's about timeless quality and Mexican craftsmanship. For jewelry, it’s about current trends, personal expression, and quality materials. Friendly and direct.

Brand Values

• •Quality Craftsmanship: Stressed for both leather goods and jewelry.
• •Mexican Identity: Explicitly stated "Somos una marca 100% mexicana" for leather goods. Jewelry content also promotes "joyería mexicana."
• •Style & Individuality: Products are positioned as complements that reflect personal style and offer unique designs.
• •Durability & Functionality: Mentioned for leather goods, designed for everyday use.
• •Customer Engagement: Seen through responsive TikTok presence and clear communication in policies/FAQs.
• •Innovation/Trend Awareness: Stated for leather and demonstrated in jewelry by showcasing current trends and new collections.

Best Practices

• •Define Your Core Audience (for each product line if necessary): Understand who you're talking to. The language for a buyer of a premium leather briefcase might differ slightly from that for a trendy jewelry enthusiast, even if the core values (quality, Mexican pride) are shared. Tailor the nuances.
• •Develop a Brand Voice Guide: Document key characteristics of your tone (e.g., "Confident, not Arrogant," "Stylish, not Superficial," "Proud, not Preachy"). Include "words we use" and "words we avoid." This ensures anyone writing copy stays consistent.
• •Prioritize "Calidad y Corazón Mexicano" (Quality and Mexican Heart): This seems to be a strong differentiator. Weave this theme naturally into product descriptions, social media, and stories. It evokes pride and a commitment to craftsmanship.
• •Be Authentic and Transparent: Whether discussing leather sourcing or jewelry materials and care, be honest and clear. This builds trust. The TikTok content addressing market realities is a good example.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visual presentation. Elegant leather goods should have sophisticated descriptions. Trendy jewelry can have more playful and energetic copy. If showcasing both, ensure the overall brand narrative feels connected, perhaps through shared values like "designed in Mexico" or "commitment to quality materials." The current disconnect between the website's strong leather focus and social media's strong jewelry focus should be strategically addressed for better brand clarity.

Social Perception

Leather Goods: The perception is primarily shaped by their own website, which projects an image of a premium, nationally proud brand. Jewelry (@ruffatomx): The TikTok engagement suggests a positive reception among a younger, trend-conscious audience interested in affordable yet stylish jewelry. They appear to be building a community around their jewelry offerings. Potential Confusion: The differing product focus between the main website (leather) and the prominent social media handle (jewelry) could lead to some customer confusion.

Copy Examples

• •Ruffato MX: Elegancia Duradera, Corazón Mexicano. Descubre la Piel Genuina Hecha Arte. (Ruffato MX: Lasting Elegance, Mexican Heart. Discover Genuine Leather Made Art.)
• •✨ Brilla con tu propia luz ✨ ¿Buscas esa pieza única que grite 'tú'? En Ruffato MX, creamos joyería con alma y las últimas trends. ¡Desliza para ver la nueva colección y encuentra tu próximo tesoro! #RuffatoMX #JoyeriaConEstilo #HechoEnMexico #UniqueDesigns (✨ Shine with your own light ✨ Looking for that unique piece that screams 'you'? At Ruffato MX, we create jewelry with soul and the latest trends. Swipe to see the new collection and find your next treasure!)
• •Más que una cartera, una declaración de principios. Elaborada a mano en México con piel de la más alta calidad, nuestra cartera [Nombre del Producto] combina diseño atemporal y funcionalidad para tu día a día. Siente la diferencia Ruffato. (More than a wallet, a statement of principles. Handmade in Mexico with the highest quality leather, our [Product Name] wallet combines timeless design and functionality for your everyday. Feel the Ruffato difference.)
• •Tu Estilo, Tu Sello: Novedades Exclusivas en Ruffato MX 🇲🇽 (Your Style, Your Signature: Exclusive New Arrivals at Ruffato MX 🇲🇽)
• •En Ruffato MX, celebramos la autenticidad. Desde la rica tradición de nuestros accesorios de piel, 100% mexicanos, hasta el brillo contemporáneo de nuestra joyería de diseño, cada pieza está creada para realzar tu estilo único. Calidad, pasión y el corazón de México en cada detalle. (At Ruffato MX, we celebrate authenticity. From the rich tradition of our 100% Mexican leather accessories to the contemporary shine of our designer jewelry, each piece is created to enhance your unique style. Quality, passion, and the heart of Mexico in every detail.)