Brand Tone

Informative & Authoritative, Passionate & Enthusiastic, Community-Focused & Engaging, Approachable & Friendly, Proud & Authentic

Brand Values

• •Heritage Preservation
• •Authenticity
• •Craftsmanship
• •Community & Kinship
• •Knowledge Sharing & Education
• •Family

Best Practices

• •Embrace Storytelling: Weave narratives of Scottish history, clan legends, and the personal significance of heritage into product descriptions and content. Use evocative language that paints a picture of Scotland and its traditions.
• •Highlight Authenticity and Craftsmanship: Consistently mention the origin of products (e.g., "Handmade in Glasgow"), the quality of materials (e.g., "100% pure new wool"), and the traditional skills involved, especially for items like kilts from The Kiltmakery.
• •Maintain an Educated yet Accessible Voice: Share historical facts and cultural insights confidently, but explain them in a way that's engaging for both novices and those well-versed in Scottish heritage. Avoid overly academic jargon where simpler, heartfelt language will suffice.
• •Foster Community and Connection: Use inclusive language ("your clan," "your heritage"). Encourage interaction by asking questions and inviting customers to share their own family stories and connections to Scotland.
• •Be Passionate and Proud (but not exclusive): Let the genuine love for Scottish culture shine through. The tone should be welcoming to everyone interested in Scottish heritage, regardless of their depth of knowledge or direct lineage. Emphasize the "spirit and belonging of an extended family" that the clan system represents.

Social Perception

Largely viewed as a valuable resource for Scottish heritage, offering a wide range of products and information. The business owners are seen as knowledgeable and dedicated.

Copy Examples

• •Homepage Banner: "Wear Your Story. Discover authentic tartans, handcrafted kilts, and the rich history of your Scottish clan. Connect with your heritage with ScotClans."
• •Product Description (Clan Scarf): "Wrap yourself in the legacy of your ancestors. Our [Clan Name] tartan scarf, woven from 100% pure new wool, is more than an accessory – it's a vibrant piece of your Scottish identity, carrying generations of pride and tradition."
• •Social Media Post (Facebook/Instagram): "From the ancient call of the bagpipes to the intricate weave of your clan's tartan, Scottish heritage is a story waiting to be told. What part of your ancestry makes you most proud? Share your clan stories with us! #ScotClans #ScottishHeritage #ClanPride #KnowYourRoots"
• •About Us Snippet: "Founded by a clan historian and a traditional kilt-maker, ScotClans is more than a shop – it's our family's passion. We're dedicated to preserving Scottish traditions and helping you connect with the spirit of your clan."
• •Email Newsletter Subject Line: "Unlock Your Clan's Secrets & Embrace Your Tartan"