Brand Tone

Professional, Prestigious, and Traditional. Authoritative without being arrogant, speaking with the quiet confidence of an expert. Elegant, descriptive, and focused on tangible quality and intangible heritage. Evokes a sense of timelessness and sophistication.

Brand Values

• •Exceptional Craftsmanship
• •Heritage and Authenticity
• •Quality and Durability
• •Trust and Expertise
• •Aesthetic Beauty

Best Practices

• •Use a Lexicon of Tradition and Quality: Consistently use words like heritage, legacy, craftsmanship, hand-carved, authentic, premium, heirloom, discerning, and timeless. Avoid modern slang or overly casual language.
• •Focus on "The Why," Not Just "The What": Instead of just saying "a wooden chess set," explain why it matters: "A wooden chess set crafted to connect generations." Frame products as investments in skill, family, and tradition.
• •Speak with Understated Authority: Leverage the "30 years of expertise" to write with confidence. Use declarative statements (e.g., "The Staunton design remains the gold standard"). Position the brand as a guide and expert.
• •Tell a Story of Tangible Details: Bring the craftsmanship to life by focusing on sensory details. Mention the "weight of the pieces," the "smooth, polished finish," the "luxurious hardwoods," and the "meticulous artistry" of the carving.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the high-quality, elegant visuals on the website and social media. The words should feel as premium and carefully considered as the products themselves.

Social Perception

The British Chess Company is perceived as a high-end, reliable supplier of premium chess sets. Customers view their purchases as an investment and express high satisfaction with both product quality and service. The perception is that you are buying from specialists who are passionate about chess. The brand successfully meets the expectations of its target audience—primarily men with an appreciation for history, strategy, and finely crafted goods. Its association with the historical British Chess Company name further solidifies its reputation among enthusiasts as a purveyor of classic and significant designs.

Copy Examples

• •The soul of the game, captured in wood and shadow. Our new 1850 Reproduction Series features hand-carved knights, each a testament to the artisans who honor the legacy of Staunton. This is more than a piece; it's a part of history. Discover the collection via the link in our bio.
• •Craftsmanship for a Lifetime of Play. Explore our collection of hand-carved wooden chess sets, made to be treasured for generations.
• •An Heirloom Awaits: Introducing Our Luxury Collection
• •Own a Piece of Chess History. For over 30 years, we have been the UK's trusted source for premium Staunton chess sets. Meticulously crafted from hardwoods and designed for the discerning player, our sets are an investment in the timeless art of strategy. Shop now for free UK delivery.
• •The Clubman's Choice: Our Classic Acacia Staunton Set. Designed for the passionate player, this set balances tournament-ready functionality with timeless elegance. The 3.75-inch king, carved from solid acacia wood, feels substantial and perfectly balanced in hand. Each piece is weighted for stability and finished with a green baize pad, honoring the traditions of club play. Elevate your game and home with a set that respects the heritage of chess.