Brand Tone

personal, professional, and evocative

Brand Values

• •Celebration of Scottish Heritage
• •Family Legacy and Tradition
• •Artistic Excellence and Dedication
• •Customer Connection and Service
• •Community Engagement

Best Practices

• •Lead with the Landscape: Always tie the art back to its inspiration—the specific, evocative landscapes of Scotland. Use descriptive, sensory language that paints a picture even before the customer sees the art.
• •Emphasize the Family Story: Regularly weave the narrative of the Butterworth family—Howard, Mary Louise, and Sarah—into your communications. This personal history is a unique brand asset that builds trust and connection.
• •Balance Prestige with Accessibility: While highlighting the artists' renown and the quality of the work (e.g., "Royal Collection," "archival quality"), maintain a welcoming and friendly tone. Ensure the process of buying art feels personal and unpretentious.
• •Showcase Customer Voices: Leverage the excellent customer feedback. Integrating testimonials into social media posts, product pages, and emails reinforces the brand's reputation for great service and resonant art.
• •Maintain a Consistent Visual Identity: Ensure that all photography, from the website to social media, reflects the quality and mood of the artwork. The visual tone should be as professional, evocative, and rooted in nature as the written copy.

Social Perception

The public perception of The Butterworth Gallery is overwhelmingly positive, aligning closely with its projected values. Customers see the gallery as a reliable and high-quality source for fine art. Reviews consistently use words like "highly recommend," "top notch," and "5-star service". Collectors and customers feel a deep connection to the artwork, describing how the paintings capture the character and landscape of their home and stir emotions. Despite the prestige of the artists, the gallery is perceived as approachable and helpful. The move to an online-first model has been accompanied by efforts to maintain a personal touch through chat functions and virtual appointments, which customers have appreciated.

Copy Examples

• •Image: A stunning new oil painting of a misty Glen Muick. Caption: "Capture the silence of a Highland dawn. Howard Butterworth’s latest original, 'Glen Muick Mist,' invites you to feel the quiet beauty of Royal Deeside. Painted ‘en plein air,’ this piece is a moment of Scottish stillness, preserved in oil and passion. Discover the story behind the view. Link in bio. #ScottishArt #HowardButterworth #RoyalDeeside #LandscapePainting #FineArt"
• •Headline: "The Heart of Scotland, Delivered to Your Home." Sub-headline: "Experience the evocative landscapes of Howard and Mary Louise Butterworth. Our family-run gallery is now online, offering bespoke service and a personal touch with every piece. Schedule a private Zoom viewing with Sarah today."
• •Headline: "Give a gift that holds a landscape." Body: "Searching for a truly special present? A Butterworth Gallery print is more than a gift; it's a piece of Scottish heritage. From our family to yours, discover art that captures the soul of the Highlands. Gift vouchers and wedding lists are available. #ScottishGifts #FineArtPrint #TheButterworthGallery #ArtForChristmas"
• •Subject: "From the Archives: Unseen Works by Howard Butterworth" Body: "Dear Art Lover, For over 45 years, Howard Butterworth has been a feature of the Scottish landscape. We are thrilled to unveil a special collection of previously unseen works from his private archive. These pieces tell the story of his journey as an artist and his unwavering dedication to capturing the unique light of Scotland. As a valued subscriber, you get exclusive first access. [Link to Exhibition]"
• •"This museum-quality giclée print beautifully reproduces Mary Louise Butterworth’s atmospheric painting, 'Aberdeen Harbour by Moonlight.' Printed on acid-free 310gsm Elegance Velvet archival paper, it captures the deep emotion and intricate detail of the original. Each print is a celebration of place and mood, bringing the unique atmosphere of a Scottish night into your space."