Brand Tone

Craftsman-like & Authentic, No-Nonsense & Direct, Professional & Respected, Artist-Centric, Understated Confidence

Brand Values

• •Craftsmanship
• •Quality & Durability
• •Authenticity & Integrity
• •Expertise & Skill
• •Artist Support
• •Exclusivity/Artisan Nature

Best Practices

• •Prioritize Authenticity: Always speak from a place of genuine passion for the craft. Avoid marketing jargon or overly salesy language that feels inauthentic to the brand's hands-on, no-nonsense identity.
• •Emphasize "Handmade" and "Craftsmanship": Consistently weave in terms that highlight the unique building process and the skill involved (e.g., "hand-built," "artisan," "precision-crafted," "one-off," "built from scratch").
• •Speak the Artist's Language: Use terminology and address concerns that are relevant to professional tattoo artists. Focus on performance, reliability, and how the machine helps them achieve their artistic vision. Show understanding of their needs.
• •Maintain a Direct and Confident Voice: Be straightforward and clear in your messaging. The quality of the product should instill a natural confidence in the copy – avoid hyperbole but don't be shy about the product's strengths.
• •Show, Don't Just Tell: Whenever possible, use visuals (photos/videos of the machines being built, or in use by artists) to support the copy. Let the craftsmanship and performance be visible, reinforcing the written claims. When writing, focus on the tangible benefits and the results artists can expect.

Social Perception

Highly Respected, Reliable & Trustworthy, Artisan Quality, "For Artists, By an Artist" (Implied), Investment Worth Making, Community Endorsed

Copy Examples

• •Headline (Product Page): Shagbuilt: Forged by Hand. Built to Last. The Daily Driver Your Art Deserves.
• •Instagram Post (Showcasing a new machine): Fresh off the bench. Another [Machine Model Name] meticulously handcrafted, tuned, and ready to lay down some serious ink. No shortcuts, just pure performance. #Shagbuilt #HandmadeTattooMachine #TattooTools #CraftedForArtists
• •About Us Snippet (Website/Social): At Shagbuilt, it's more than just building machines; it's a dedication to the craft. Each unit is personally constructed from raw materials by me, Shag. Ensuring every artist gets a tool that's as serious about tattooing as they are.
• •Email Newsletter Subject (for a product update/restock): Shagbuilt [Machine Model Name] – Back in Stock. Built One by One.
• •Website Banner/Ad Copy: Reliability You Can Feel. Power You Can Trust. Shagbuilt – The Heartbeat of Your Art.