Brand Tone

Elegant, Refined, Artisanal, Passionate, Trustworthy, Quality-Focused, Approachable, Welcoming, Slightly Playful/Modern (on TikTok)

Brand Values

• •Quality Craftsmanship
• •Authenticity & Uniqueness
• •Customer Trust & Transparency
• •Creativity & Self-Expression
• •Scottish Heritage/Local Connection
• •Passion for Jewellery

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that clearly defines the brand's personality traits (e.g., "Elegant," "Artisanal," "Trustworthy," "Approachable"), the corresponding tone (e.g., "Refined & descriptive," "Passionate & detailed," "Clear & reassuring," "Friendly & helpful"), and provides "do" and "don't" examples for vocabulary and phrasing.
• •Emphasise Storytelling Around Values: Consistently weave the brand's core values (quality, uniqueness, Scottish heritage, passion for craft) into product descriptions, social media posts, and 'About Us' narratives. For example, share the inspiration behind a nature-themed collection or the meticulous process of hallmarking.
• •Maintain Visual Consistency: Ensure that all visual content (photography, videography, website design) aligns with the elegant, refined, and artisanal aspects of the brand. This reinforces the verbal tone.
• •Train Anyone Creating Content: Whether it's an internal team member or an external collaborator, ensure they understand and can effectively implement the established brand voice and tone guidelines. Regular refreshers can be helpful.
• •Adapt Subtly for Platforms, but Keep Core Identity: While the core elegant and quality-focused tone should remain, allow for slight adjustments based on the platform's audience and norms (e.g., slightly more informal and trend-aware on TikTok vs. more descriptive and refined on the website). However, the fundamental values and personality should always shine through.

Social Perception

Positive (among engaged audience), Emerging Brand/Niche Appeal, Associated with Quality and Scottish Origin, Visual Appeal

Copy Examples

• •Instagram Post (Showcasing a new nature-inspired collection): Whispers of the Scottish Highlands, captured in sterling silver. ✨ Our new 'Wild Bloom' collection features delicate, handcrafted pieces inspired by the untamed beauty of nature. Each design is a reminder to find elegance in the organic. Discover the collection – link in bio. #GoldieAberdeen #ScottishJewellery #NatureInspired #HandcraftedLuxury #UniqueDesigns
• •Facebook Ad (Promoting jewellery workshops): Unleash your inner artisan! ✨ Join our Goldie Aberdeen jewellery making workshop and craft your own unique silver treasure. No experience needed – just a love for beautiful things! Perfect for a creative escape or a thoughtful gift. Limited spots available. Book yours today! [Link] #JewelleryWorkshopAberdeen #HandmadeInScotland #CreativeAberdeen #GoldieAberdeenExperience
• •TikTok Video Caption (Short video of a sparkling moissanite ring): That forever sparkle ✨ Get ready to mesmerise with our ethically sourced moissanite rings. Who needs a special occasion to shine? 😉 #MoissaniteMagic #GoldieAberdeen #SparkleEveryDay #TreatYourself #AberdeenJewellery
• •Website Banner (Highlighting quality): Goldie Aberdeen: Where Scottish tradition meets timeless elegance. Discover uniquely designed jewellery, handcrafted from hallmarked sterling silver and precious materials. Quality you can trust, beauty you'll adore.
• •Email Newsletter Snippet (Focus on customisation): Dreaming of a piece that's uniquely yours? At Goldie Aberdeen, we bring your vision to life. From bespoke engagement rings to personalised necklaces, let's create something as individual as you are. Click here to start your custom design journey.