Brand Tone

Proudly American, Family-Oriented & Friendly, Quality-Conscious & Enduring, Appreciative & Customer-Focused, Creative & Customizable

Brand Values

• •American Craftsmanship
• •Family & Heritage
• •Quality & Durability
• •Personalization & Individuality
• •Customer Satisfaction
• •Community
• •Versatility

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., Proudly American, Family-Oriented, Quality-Conscious), including preferred vocabulary (e.g., "crafted," "heritage," "durable," "American-made") and phrases to avoid. Share this with anyone creating content.
• •Always Emphasize Core Values: Weave in mentions of "American-made," "family," "quality," and "personalization" naturally throughout your copy, whether it's a product description, social media update, or customer service email.
• •Speak directly to the Customer's Aspirations: Connect your products to the customer's desire for a beautiful home, meaningful gifts, and items that reflect their identity and family pride. Use "you" and "your" frequently.
• •Maintain a Positive and Appreciative Stance: Even when addressing issues, maintain a helpful and solution-oriented tone. Publicly thank customers for sharing photos or feedback.
• •Ensure Visuals and Text Align: The imagery used alongside copy should reinforce the same values and tone. For example, photos of families enjoying the signs, or close-ups highlighting the material quality, will support the written message. Images of the manufacturing process can also reinforce the "American-made" and "craftsmanship" values.

Social Perception

Positive, Trusted for Personalization, Seen as a Provider of Quality Goods, Locally Recognized

Copy Examples

• •Headline (Website Banner for Metal Signs): Crafted with Pride in the USA. Your Story, Forged in Metal. Lasting Memories, Beautifully Made. Body: From our family to yours, Signs By DePew offers heirloom-quality personalized metal art. Celebrate your heritage with a custom sign that’s built to withstand the elements and warm your home for generations.
• •Social Media Post (Facebook/Instagram - Customer Feature): Look at this stunning piece! 😍 The Johnson family just transformed their entryway with our Original Split Letter Monogram. We love seeing our American-made signs become a part of your home. Share your photos with #SignsByDePew for a chance to be featured! Built with love, right here in Pennsylvania.
• •Product Description Snippet (for a Family Name Sign): More than just a sign, it’s a statement of family pride. Each piece is meticulously cut from durable American steel and powder-coated for a finish that lasts. Personalize it with your name and established year to create a timeless treasure that tells your family’s unique story.
• •Email Marketing Subject Line (for new apparel): NEW! Wear Your Story 🇺🇸 Custom Apparel from Signs By DePew! Body Snippet: You love our signs, now get the same American-made quality and custom touch for your wardrobe! Design your own unique t-shirts and hoodies with Signs By DePew – perfect for family reunions, teams, or just showing off your style.
• •About Us Page Excerpt (Website): Welcome to Signs By DePew, where American craftsmanship and family values are at the heart of everything we do. Nestled in rural Western Pennsylvania, our passion is creating beautiful, personalized metal art and custom apparel that you’ll cherish for years to come. We believe in quality, durability, and the importance of a personal touch. Thank you for supporting our family business and American manufacturing.