Brand Tone

Confident & Proud, Sophisticated & Artistic, Craft-Oriented & Detail-Focused, Professional & Client-Centric

Brand Values

• •Quality Craftsmanship
• •American Made
• •Design Excellence & Innovation
• •Customization & Personalization
• •Durability & Longevity
• •Sustainability & Environmental Responsibility
• •Customer Satisfaction

Best Practices

• •Emphasize "Made in America" Authentically: Don't just state it; weave it into the narrative of quality, skill, and pride.
• •Use Evocative Language for Craftsmanship: Words like "artisanal," "bench-made," "hand-finished," "meticulous," and "heirloom" reinforce the quality and care invested in each piece.
• •Highlight Design Sophistication: Use terms that speak to artistry, innovation, and a refined aesthetic, such as "transcending," "imaginative," "stylized," and "design excellence."
• •Focus on Solutions and Client Vision for Custom Work: Frame custom offerings around collaboration and bringing the client's unique ideas to fruition ("build and deliver your vision").
• •Maintain a Confident and Assured Voice: The copy should reflect belief in the product's superior quality, design, and American-made value proposition. Avoid overly casual or colloquial language.

Social Perception

Positive for Quality and Design, Appreciation for "Made in America", Seen as a Resource for Custom Solutions, Perceived as a higher-end option

Copy Examples

• •Headline: Beyond Furniture. Beyond Expectation. This is ST2. American Craftsmanship, Reimagined. Body: At ST2 Furniture, we don't just build furniture; we craft legacies. Each piece, proudly designed and made in the USA, is a testament to enduring quality and artistic vision. Discover the art of American-made excellence.
• •Social Media Post: From the initial sketch to the final, hand-rubbed finish, your vision is our blueprint. Experience the unparalleled customization and meticulous craftsmanship of ST2's bench-made American furniture. Let's create something extraordinary together. #ST2Furniture #MadeInUSA #CustomFurniture #LuxuryHome #DesignExcellence
• •Product Description Snippet (for a specific wood table): Witness the narrative of nature in our [Table Name]. Fashioned from sustainably sourced American hardwood, its rich grain tells a story of strength and timeless beauty. Expertly joined and finished to perfection by our artisans, this isn't just a table—it's the heart of your home for generations to come. #AmericanHardwood #ArtisanMade #HeirloomQuality
• •About Us Snippet: ST2 Furniture: Where American ingenuity meets artisanal skill. We are dedicated to transcending the ordinary, creating custom furniture that embodies both breathtaking design and uncompromising quality. Every curve, every join, every finish speaks to our passion for excellence. Proudly bench-made in America, for homes that value enduring style.
• •Email Subject Line: Elevate Your Space with ST2: Artistry, American Made. Email Body Snippet: Imagine furniture that not only fills a room but defines it. At ST2, our award-winning designs and exceptional American craftsmanship bring your unique style to life. Explore our collections or let us custom-create the perfect piece for your vision.