Brand Tone

Aspirational yet Accessible, Elegant and Sophisticated, Inspiring and Curated, Customer-centric and Reassuring (in service)

Brand Values

• •Quality Craftsmanship
• •Unique Design
• •Curated Selection
• •Attainable Luxury
• •Customer Satisfaction
• •Inspiration

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand’s tone (e.g., "Elegant," "Inspiring," "Accessible," "Warm"), along with "do's and don'ts" for language, vocabulary, and style. Share this with everyone who writes for the brand.
• •Focus on "Curated Luxury Within Reach": Ensure copy consistently balances aspirational qualities with the promise of accessibility and value. Highlight design and craftsmanship without alienating customers with overly opulent or exclusive language.
• •Tell the Story Behind the Products: Emphasize the inspiration, craftsmanship, or unique design elements of items. This adds perceived value and connects with customers on an emotional level, reinforcing the "artisan" and "curated" aspects.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual presentation on the website and social media. Elegant, high-quality imagery should be paired with equally refined and inspiring text.
• •Listen and Adapt (Slightly): Pay attention to how customers talk about your brand and products in reviews and social media. While maintaining your core tone, subtly incorporating language or addressing concerns that resonate with your audience can enhance connection and relatability. For instance, if "uniqueness" is often praised, lean into that in your copy.

Social Perception

Positive: Many customers appreciate the unique designs, product quality, and the brand's aesthetic. They often perceive Home Artisan as a source for stylish and distinctive home decor items that offer good value. Aspirational: The brand is seen as enabling customers to achieve a more luxurious and well-designed home environment. Mixed (Service/Fulfillment): While many have positive experiences, some customers have faced challenges with delivery timelines or product consistency. However, there's also an acknowledgment of customer service efforts to address these issues. The overall perception leans positive, especially regarding product design and appeal.

Copy Examples

• •Product Ad (Lighting): "Illuminate your moments. Discover the 'Aura Glow' Table Lamp – where timeless design meets a warm embrace, crafting an ambiance of serene luxury in your favorite corner. Curated for you, by Home Artisan."
• •Social Media Post (New Collection): "Introducing the 'Terra Collection' – earthy tones, organic textures, and the soul of artisanal craftsmanship. Transform your space into a sanctuary of style and comfort. Explore the collection and find your unique piece of home."
• •Email Subject Line (Sale): "Your Dream Home, Now Even Closer | The Home Artisan Style Event Is On!"
• •Website Banner (General): "Crafting Your Signature Space. Explore Home Artisan for curated furniture, lighting, and decor that tells your story with elegance and distinction."
• •About Us Snippet (for social media): "At Home Artisan, we believe luxury isn't about the price tag, but the story, the craftsmanship, and the joy a beautiful piece brings to your home. We travel the world (figuratively and literally!) to curate designs that inspire, elevate, and welcome you home."