Brand Tone

Authentic & Authoritative, Proud & Passionate, Informative & Educational, Traditional & Respectful, Friendly & Community-Oriented

Brand Values

• •Authenticity
• •Heritage & Tradition
• •Quality
• •Knowledge & Expertise
• •Family & Community
• •Customer Connection

Best Practices

• •Emphasize Authenticity and Heritage: Always link products and content back to genuine Scottish culture, history, and craftsmanship. Use terms like 'authentic,' 'traditional,' 'heritage,' 'handcrafted in Scotland.'
• •Be Informative and Educational: Share knowledge freely. Every piece of copy is an opportunity to teach something about Scottish culture, a specific clan, or the meaning behind a tartan.
• •Maintain a Respectful and Passionate Voice: Convey a deep respect for Scottish traditions and a genuine passion for the subject matter. Avoid overly casual or flippant language when discussing cultural items.
• •Highlight Expertise and Family Roots: Remind customers that they are buying from knowledgeable experts and a family-run business dedicated to Scottish heritage. This builds trust and distinguishes the brand.
• •Foster Community Connection: Use inclusive language ('our shared heritage,' 'connect with your roots') and encourage interaction. Pose questions on social media and respond thoughtfully to comments and inquiries.

Social Perception

Customers generally perceive Tartan Shop (via ScotClans) as a knowledgeable and reliable source for authentic Scottish products and information. They are seen as experts in their field, particularly regarding clan history and tartans. The connection to a family-run business with genuine expertise is a positive factor. Many customers appreciate the wide selection of tartans and clan-specific items.

Copy Examples

• •Homepage Banner: 'Wear Your Heritage. Authentic Tartans, Kilts & Clan Crests, handcrafted with Scottish pride. Discover your roots with Tartan Shop.'
• •Product Description (Kilt): 'Each thread of this [Clan Name] tartan kilt tells a story of legacy. Traditionally woven and expertly tailored by Amanda Moffet, our kiltmaker, it’s more than an garment – it’s a piece of your history. Experience the enduring quality of Scottish craftsmanship.'
• •Social Media Post (Instagram/Facebook): 'Delving into the vibrant history of Clan [Clan Name]! Did you know their war cry was '[War Cry]'? Our family at ScotClans & Tartan Shop is dedicated to bringing these stories to life. Explore our [Clan Name] collection and connect with your ancestors. #ScottishHeritage #ClanHistory #[ClanName] #TartanShop'
• •'About Us' Snippet: 'From our family to yours, Tartan Shop, brought to you by ScotClans, is more than just a store – it's a celebration of Scottish lineage. Founded by historian Rodger Moffet and kiltmaker Amanda Moffet, we are your trusted guides to the rich tapestry of Scotland's clans and tartans.'
• •Email Newsletter Subject: 'Uncover Your Clan's Story | New Arrivals & Historical Insights from Tartan Shop'