Brand Tone

Heritage-Driven & Passionate, Expert & Craft-Focused, Quality & Premium, Friendly & Customer-Centric, Adventurous & Outdoorsy

Brand Values

• •Craftsmanship
• •Heritage & Tradition
• •Quality
• •Customer Service
• •Passion
• •Durability & Reliability
• •Community & Local Roots

Best Practices

• •Embrace Heritage Storytelling: Consistently weave in the rich family history and multigenerational expertise in boatbuilding. This reinforces authenticity and passion. Use phrases that evoke tradition, skill, and a deep connection to the sea and Salcombe.
• •Highlight Craftsmanship & Quality: Whether discussing boat restoration or retail products like YETI, use language that emphasizes skill, attention to detail, durability, and premium quality. Avoid overly technical jargon unless addressing a very specific audience; instead, focus on the results of the craftsmanship (e.g., "fast, well-made wooden racing boats").
• •Maintain a Friendly & Approachable Voice: Mirror the praised customer service in all communications. Be helpful, welcoming, and enthusiastic. Respond to queries with the same personal touch reported in reviews.
• •Connect with the Outdoor & Adventurous Lifestyle: Especially when promoting YETI and Big Green Egg, use aspirational language that speaks to adventure, enjoyment of the outdoors, and making the most of the Salcombe environment. Link these products back to the core boating lifestyle.
• •Ensure Visual Consistency Reinforces Tone: Use high-quality imagery on the website and social media that reflects the craftsmanship of the boats, the beauty of Salcombe, and the premium nature of the retail products. This visual tone should align with the written communication.

Social Perception

Highly Respected Experts, Providers of Quality, Authentic & Trustworthy, Excellent Customer Experience, Adaptable & Forward-Thinking, Passionate & Genuine

Copy Examples

• •Headline (Website Banner for Boat Services): Generations of Craftsmanship, Generations of Trust. Experience the Stones Boatyard difference for your wooden boat. Body: For nearly a century, the Stone family has poured passion and expertise into every Salcombe Yawl and wooden boat we’ve cared for. From meticulous restorations to bespoke maintenance, your vessel is in the hands of true artisans.
• •Social Media Post (Instagram - Image of a beautifully restored Yawl): Sun on the sails, history in the hull. ✨ Another Salcombe Yawl ready to grace the estuary, thanks to the dedicated hands at Stones Boatyard. We blend time-honoured skills with a passion that’s been passed down through generations. What does your dream day on the water look like? #StonesBoatyard #SalcombeYawl #WoodenBoat #Craftsmanship #Salcombe #DevonSailing
• •Product Copy (YETI Cooler on Website): Adventure-Ready, Boatyard-Approved. The YETI Tundra® Cooler: as rugged and reliable as the wooden boats we’ve cherished for generations. Perfect for keeping your catch fresh or your provisions chilled on any Salcombe expedition. Trust Stones Boatyard for gear that matches our commitment to quality and durability.
• •Email Newsletter Snippet (Announcing Big Green Egg): From Sea to Sizzle: Stones Boatyard Welcomes Big Green Egg! Our passion for quality craftsmanship extends beyond the waves. We're thrilled to become your official Salcombe home for Big Green Egg. Because after a perfect day on the water, you deserve the perfect flavour. Explore the range and elevate your outdoor adventures.
• •About Us Snippet (Short Version): Stones Boatyard: Nearly 100 years of Salcombe heritage, dedicated to the art of wooden boats. We’re not just a boatyard; we're a family legacy, experts in Salcombe Yawls, and your trusted South Devon stockist for premium YETI and Big Green Egg outdoor gear.