Brand Tone

Passionate and Enthusiastic; Technical and Precise; Expert and Confident; Approachable and Customer-Focused

Brand Values

• •Quality and Craftsmanship
• •Innovation
• •Authenticity and Detail
• •Passion for the Hobby
• •Customer-Centricity

Best Practices

• •Always frame communication from the perspective of a fellow hobbyist. Use language that shows a shared enthusiasm for model railways (e.g., "the most beautiful hobby," "bringing worlds to life").
• •While it's important to use precise terms like "cast brass" or "PCB-based kits," always connect them back to a benefit for the customer (e.g., "for ultimate durability," "for a quick and easy build").
• •Consistently reinforce the value of German engineering and craftsmanship. This is a powerful differentiator that signifies precision, durability, and high standards.
• •Write with confidence and authority on the technical aspects of the products, but maintain an approachable and collaborative tone. Ask questions, invite feedback, and share behind-the-scenes content to build a strong community relationship.
• •Ensure the copy's tone —precise, clean, and high-quality —is mirrored in the visual presentation. Use high-resolution, well-lit photos and videos that clearly showcase the product's fine details, reinforcing the brand's commitment to excellence.

Social Perception

Highly Respected; Expert Authority; Positive Customer Experience

Copy Examples

• •Precision in Every Millimeter. Your layout deserves more than just light. It deserves authentic, brilliant illumination. Our German-engineered SBB signals are crafted from micro-milled brass for unparalleled realism and durability. See the difference that true craftsmanship makes. #Modellbahn #SBB #ModelTrain #MadeInGermany
• •Stop spending hours on complicated wiring. Welcome to the EasyLine. We've engineered our new signal kits with a revolutionary circuit board system that makes assembly simple, fast, and flawless. Get our premium lighting technology in a user-friendly kit that takes less than 15 minutes to build. More time for what you love: running your railway.
• •We Met at Intermodellbau, and Here's What We Learned. To all the fellow enthusiasts we spoke with in Dortmund —thank you! Your passion and incredible feedback are what drive us forward. It was clear from our conversations that true-to-original DB signals are what you want to see next, and we're already working on it. Here's a look back at the show and a sneak peek at what your ideas are inspiring...
• •From Our Workbench to Your World. Hand-crafted signals and lamps for the discerning model railroader. Experience precision you can see and quality you can trust.
• •It's the small details that bring a world to life. Our Rhätische Bahn (RhB) premium signals are exact replicas, designed to give your layout the authentic Swiss atmosphere it deserves. What route are you modeling? Show us below! #RhB #Modellbahnhobby #SpurH0 #SchneiderMBZ