Brand Tone

Cordial and Personal, Craft-Oriented and Quality-Focused, Traditional and Gentlemanly, Approachable and Not Overly Stuffy, Southern Charm

Brand Values

• •Quality Craftsmanship
• •Customer Satisfaction & Personal Connection
• •Customization and Individuality
• •Tradition with a Touch of Uniqueness
• •Heritage and Authenticity
• •Cordiality

Best Practices

• •Emphasize "Cordiality" and Warmth: Use welcoming, friendly language. Address the customer with respect and a sense of personal connection (e.g., "We're here to help you find the perfect tie," "We'd love to hear from you").
• •Highlight Craftsmanship and Quality: Consistently use terms like "handcrafted," "handmade in South Carolina," "quality fabrics," "meticulous detail," and "made to order" to reinforce the value of the product.
• •Maintain a Gentlemanly and Refined Voice: While approachable, the language should reflect the classic, dapper nature of the products. Avoid overly casual slang or trendy jargon. Think timeless elegance.
• •Incorporate Storytelling and Heritage: Weave in elements of the brand's origin, the personal touch, or the tradition of bow tie wearing. This adds depth and authenticity (e.g., "Born from a simple gift, now a tradition of quality...").
• •Be Specific and Evocative with Product Descriptions: Instead of just listing features, describe the feel of the fabric, the occasions a tie might suit, or the distinct character of a particular style. Help the customer visualize and appreciate the product (e.g., "Our rich silk satin, perfect for your most distinguished events," "The playful yet classic diamond point for a touch of individuality").

Social Perception

Positive Reputation for Quality, Appreciation for Personal Touch, Seen as a Go-To for Custom Bow Ties, Respected within Menswear Communities, Associated with Gentlemanly Style, Good Value

Copy Examples

• •Headline: Crafted for Character. Cordially Yours. Body: Each stitch tells a story of tradition and care. Our South Carolina workshop is where fine fabrics meet meticulous hands, creating bow ties not just to be worn, but to be known. Discover your signature style, made to order, just for you.
• •Headline: More Than a Bow Tie. It's a Handshake. Body: We believe in the power of a personal touch, from the first selection of silk to the handwritten note that accompanies your order. The Cordial Churchman: dressing gentlemen with distinction and heartfelt service.
• •Headline: The Gentleman's Mark. Uniquely Crafted. Body: Find the perfect expression of your style with our custom bow ties. Choose your fabric, select your cut, and let us handcraft a piece that’s as individual as you are. Quality materials, timeless design, and a cordial experience, always.
• •Headline: Southern Hands, Global Style. Body: From our home in Rock Hill, South Carolina, to your wardrobe, The Cordial Churchman delivers handcrafted quality and a touch of Southern charm. Experience the difference dedication makes.
• •Headline: Tie One On. The Cordial Way. Body: Life’s too short for ordinary neckwear. Elevate your look with a bow tie that speaks to quality, tradition, and a friendly approach to classic style. Explore our collections and let's craft something special together.