Brand Tone

Sophisticated, aspirational, knowledgeable, refined, trustworthy, classic, and quality-focused, balanced with an approachable, engaging, humorous, relatable, and informative tone.

Brand Values

• •Quality & Craftsmanship
• •Timeless Style & Elegance
• •Masculine Refinement
• •Customer Satisfaction
• •Knowledge & Guidance
• •Authenticity

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's primary and secondary tones, keywords, a 'do and don't' list for language, and examples. This ensures everyone creating content is aligned.
• •Understand Your Audience Segments: Tailor the tone slightly for different platforms (e.g., more formal on LinkedIn, more conversational on TikTok) while ensuring it still ladders up to the core brand values of quality and sophistication. The 'Two Bold Gentlemen' initiative is a good example of this.
• •Focus on Benefits and Story: Instead of just listing features, explain how the products enhance the modern gentleman's life, confidence, or style. Weave in the story of craftsmanship or ingredient sourcing where appropriate.
• •Maintain Visual Consistency: Ensure that the language used in copy is complemented by visuals (photography, videography, graphics) that reflect the same tone and values. The Modern Gentleman generally does this well.
• •Review and Refine Regularly: Periodically review content across all platforms to ensure consistency and effectiveness. Gather feedback (social listening, customer reviews) to understand if the intended tone is resonating correctly with the audience.

Social Perception

Generally perceived as a provider of high-quality, stylish men's products. Customers appreciate the product selection, the aesthetic of the brand, and the customer service experience. Seen as a knowledgeable source for men's grooming and accessories. Positive reviews and a professional online presence contribute to a perception of trustworthiness.

Copy Examples

• •Elevate your morning ritual. Our [Product Name] is crafted with the finest natural ingredients to ensure a shave that's as smooth as it is invigorating. Discover the distinction of true quality.
• •Timeless style isn't about trends, it's about character. Our [Accessory Name] is designed for the discerning gentleman who values craftsmanship that lasts. What piece defines your signature style?
• •A Gentleman's Guide to Impeccable Style This Season
• •Curated for the Modern Gentleman. Explore collections that speak to quality, tradition, and refined taste.
• •Alright gents, let's talk beard oils! Tired of that itchy mess? We've been trying out [Product Name] and honestly, the difference is game-changing. Softness? Check. Great scent? Double check. You and your beard can thank us later.