Brand Tone

Authentic, Passionate, Friendly & Approachable, Knowledgeable & Informative, Traditional & Respectful, Welcoming

Brand Values

• •Authenticity: Sourcing and providing genuine Scottish products.
• •Quality: Offering well-made items that represent Scottish craftsmanship.
• •Cultural Heritage: Promoting and preserving Scottish culture, traditions, and history.
• •Customer Connection: Building relationships with customers through shared interest and excellent service.
• •Passion: A genuine love for Scotland that infuses all aspects of the business.
• •Community: Fostering a sense of belonging among those who appreciate Scottish culture.

Best Practices

• •Embrace Authenticity in Language: Use Scottish terms (e.g., "wee," "bonnie," "slàinte") sparingly and naturally where appropriate, explaining them if necessary for a German audience. Maintain a genuine voice that reflects a true appreciation for Scotland.
• •Tell Stories: Weave narratives around products. Talk about the makers, the history of a tartan, the region a whisky comes from, or the traditions behind a celebration. This reinforces values of heritage and passion.
• •Be Visually Consistent: Ensure photography and videography align with the brand's values – showcasing quality, tradition, and the beauty of Scotland. Images should feel authentic and inviting.
• •Engage with Enthusiasm and Knowledge: When responding to comments or queries, let the passion for Scotland shine through. Share information generously and offer helpful advice, positioning the brand as a knowledgeable friend.
• •Maintain a Consistent Voice Across Platforms: While the specific content might vary (e.g., more visual on Instagram, more community-focused on Facebook), the core tone – authentic, passionate, friendly, knowledgeable, and traditional yet approachable – should remain consistent. Regularly review content to ensure it aligns.

Social Perception

A reliable and genuine source for Scottish products in Germany. An ambassador of Scottish culture, bringing a taste of Scotland to a different country. A specialist retailer with deep knowledge of its offerings. A passionate business run by people who care about Scotland and their customers. A welcoming place (both online and potentially physically if they have a storefront/attend markets) for those interested in Scottish heritage. A provider of high-quality goods, especially items like Harris Tweed, kilts, and whisky.

Copy Examples

• •Wrap yourself in genuine Harris Tweed, handwoven in the Outer Hebrides of Scotland. Each jacket tells a story of tradition, craftsmanship, and timeless style. Feel the difference, wear the legacy. #HarrisTweed #MadeInScotland #ScottishHeritage #TimelessStyle
• •Discover the true spirit of Scotland, one dram at a time. From smoky Islay malts to smooth Speyside sips, explore our curated whisky collection and let our experts guide you to your new favourite. Slàinte! #ScottishWhisky #WhiskyLover #TasteOfScotland #DramWithUs
• •Fresh from the Highlands! Our latest shipment of delicious shortbread and stunning Celtic jewellery has just landed. Pop over to thescottish.shop or visit us at the [Event Name] this weekend to be the first to explore these Scottish treasures! #NewArrivals #ScottishShopDeutschland #CelticJewelry #ScottishFood
• •More than just a shop, we're a wee piece of Scotland right here in Germany. Driven by our passion for Scottish culture and quality, we bring you authentic goods and a warm Highland welcome. Experience the heart of Scotland with us. #TheScottishShop #PassionForScotland #AuthenticScottish
• •Looking for a truly unique gift this Christmas? Surprise them with the charm of Scotland! From cozy tartan scarves to exquisite single malts, find unforgettable presents that share the warmth of Scottish tradition. Order by [Date] for festive delivery! #ScottishChristmas #UniqueGifts #TartanLove #GiftOfScotland