Brand Tone

Knowledgeable & Expert, Helpful & Customer-Focused, Friendly & Community-Oriented, Trustworthy & Reliable, Inspirational, Personal & Creative

Brand Values

• •Quality: Providing high-grade Benjamin Moore paints and supplies.
• •Expertise: Offering skilled advice and in-depth product knowledge.
• •Customer Satisfaction: Ensuring customers have a positive experience and achieve their desired results.
• •Community: Being an active and supportive local business.
• •Integrity & Trust: Operating transparently and reliably.
• •Helpfulness: Empowering customers with information and resources.

Best Practices

• •Prioritize Helpfulness Over Hard Selling: Frame content around solving customer problems, offering advice, and providing inspiration. The sale will follow from the trust and value provided.
• •Emphasize Local Expertise and Community Connection: Regularly mention being 'locally owned,' reference local landmarks or seasons (where appropriate), and highlight staff expertise as a key differentiator from big-box stores.
• •Use Clear, Accessible Language: Avoid overly technical jargon unless explaining a specific product benefit. The tone should be like a knowledgeable friend offering advice – professional yet approachable.
• •Maintain Visual Consistency with Tone: Ensure imagery used alongside copy (especially on Instagram and Facebook) aligns with the values of quality, inspiration, and community. Showcase beautiful results and happy customers/staff.
• •Engage Authentically: When responding to comments or queries online, maintain the friendly, helpful, and expert tone. Personalize responses where possible and address concerns promptly and professionally. If leveraging the personal, artistic angle seen on TikTok more broadly, ensure it has a clear strategic purpose that complements, rather than confuses, the core brand message.

Social Perception

Shenandoah Paint is generally perceived very positively by customers and the local community, and is Highly regarded for its knowledgeable and friendly staff who go above and beyond to assist

Copy Examples

• •Website Homepage Banner: Your Project. Our Expertise. Perfect Results. For over 40 years, Shenandoah Paint has been the Valley's trusted source for Benjamin Moore paints and expert advice. Let's bring your vision to life, together.
• •Facebook Post (promoting a seasonal color palette): Ready for a refresh? 🍂 Our fall-inspired Benjamin Moore color palettes are here to warm up your home. From cozy neutrals to rich accent hues, our experts at Shenandoah Paint can help you find the perfect shades for your space. Stop by any of our locations – your local paint pros are here to help!
• •Instagram Caption (for a Before & After image): Swipe to see the stunning transformation! ✨ This living room went from dated to dazzling with Benjamin Moore's Regal Select in 'Chantilly Lace.' Thinking of a similar upgrade? Our team at Shenandoah Paint offers complimentary color consultations to help you choose with confidence. #ShenandoahPaint #BenjaminMoore #HomeTransformation #InteriorDesignInspo #PaintExperts
• •Blog Post Snippet (intro to 'Choosing the Right Finish'): Eggshell, satin, semi-gloss... oh my! Choosing the right paint finish can be just as crucial as picking the color. At Shenandoah Paint, we believe an informed painter is a happy painter. Let's break down the pros and cons of each sheen so your next project not only looks fantastic but also stands the test of time.
• •Local Radio Ad Script (30 seconds): (Sound of a gentle, inspiring music intro) Announcer: Planning a paint project? Don't just buy paint, get the right paint and the best advice from your neighbors at Shenandoah Paint! As your locally owned Benjamin Moore dealer for over 40 years, we offer top-quality paints and supplies with a smile. From Harrisonburg to Front Royal, find your expert help at Shenandoah Paint. Visit ShenandoahPaint.com for a location near you. Shenandoah Paint – Quality you trust, from people you know. (Music fades)