Brand Tone

Professional, Authoritative, and Premium

Brand Values

• •Swiss Quality and Precision
• •Heritage and Experience
• •Professional Expertise
• •Innovation and Technology
• •Durability and Sustainability

Best Practices

• •Always Lead with "Swiss Quality": The "Swiss Made" attribute is your most powerful differentiator. Every piece of copy, from a social media bio to a product page, should reference the brand's Swiss heritage, precision, or engineering to consistently reinforce this core value.
• •Speak the Language of the Professional: Use authoritative and technical (but understandable) language. Terms like "high-torque DC motor," "ion generator," "Smart Airflow Technology," and "diamond-ground blades" build credibility and justify the premium price point. Frame products as "tools," not gadgets.
• •Focus on Benefits, Backed by Features: Instead of just listing features, translate them into tangible benefits. For example, a 'BLDC Brushless Motor' means 'a motor that lasts 5 times longer, giving you a lifetime of powerful, reliable styling', and 'Ionic Technology' means 'achieve a smooth, frizz-free finish that protects your hair from static and enhances its natural shine'.
• •Segment Your Audience (Professional vs. Consumer): Tailor messaging while keeping core values. For B2B, emphasize durability, ROI, and client satisfaction. For B2C, focus on salon-quality results at home, hair health, and the premium experience.
• •Maintain a Consistent Tone Across All Platforms: The professional, premium tone should be present everywhere. Avoid overly casual slang, emojis, or memes on social media, as this would dilute the brand's expert positioning. The voice on Instagram and Facebook should be just as authoritative and quality-focused as on the official website and B2B catalogs.

Social Perception

Valera is perceived as a high-quality, reliable, and professional-grade brand, especially by hair professionals and discerning home users. It is praised for its power, durability, and Swiss-made precision, though some professional models can be heavy for home use. The brand effectively appeals to a broad audience including men, women, and stylists.

Copy Examples

• •Swiss Precision. Professional Power. The Performance Your Clients Deserve.
• •Heritage meets innovation. Engineered in Switzerland since 1955, our new Swiss Light 3200 delivers the power you expect, without the weight. Experience perfectly balanced, fatigue-free styling, day in and day out. #Valera #SwissHairSpecialists #ProfessionalTools #MadeInSwitzerland
• •Unleash your creativity with the Valera Creator Pro. At its heart are diamond-ground blades forged from Japanese steel, offering unparalleled sharpness and durability for the cleanest lines. Powered by a high-torque motor, it glides through even the thickest hair effortlessly. Swiss engineering for the modern barber.
• •Stop Damaging Your Hair. Discover Salon-Quality Drying at Home.
• •Why do professionals trust Valera? For over 60 years, our Swiss-made hair tools have been the choice of top stylists worldwide. Built for performance and designed to last, Valera protects hair health while delivering flawless results. Elevate your styling routine.