Brand Tone

Passionate & Proud, Knowledgeable & Authoritative, Friendly & Approachable, Personal & Connecting, Respectful & Traditional

Brand Values

• •Heritage & Tradition
• •Authenticity & Quality
• •Customer Centricity & Personalization
• •Community & Connection
• •Craftsmanship

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (e.g., passionate, knowledgeable, friendly) with examples of "do's and don'ts." Share this with anyone creating content.
• •Always Emphasize Heritage and Authenticity: Whether describing a product or engaging on social media, subtly weave in the connection to Scottish tradition, craftsmanship, and genuine quality.
• •Prioritize Storytelling: Share customer stories, the history behind tartans, or the craftsmanship process. This reinforces the emotional connection and the value of "heritage."
• •Be Genuinely Helpful and Knowledgeable: In all communications, aim to educate and assist. If customers ask questions, respond with detailed, accurate, and friendly information, showcasing expertise.
• •Foster Community and Connection: Use inclusive language ("we," "us," "your heritage"). Encourage user-generated content and celebrate customer experiences to reinforce the shared passion for Scottish culture. Regularly review content across all platforms to ensure it aligns with the established voice.

Social Perception

Trusted Supplier, Experts in Tartan, High Quality, Evocative of Scotland, Good Customer Service, Celebratory

Copy Examples

• •Wear Your Story. Discover authentic tartans, meticulously crafted in Scotland. From timeless kilts to bespoke accessories, connect with your heritage and tell your unique tale with The Scotland Shop.
• •Look at [Customer Name] absolutely radiating pride in their [Clan Name] tartan at their [Event Type]! It's moments like these that weave the true spirit of Scotland. Share your #ScotlandShopStory with us – we love celebrating your heritage with you!
• •More than just a kilt, it's a legacy. Handcrafted in Scotland from the finest [Material e.g., 16oz wool], your bespoke kilt in your chosen tartan is an heirloom in the making. Select your clan, share your measurements, and let our artisans create a piece of Scottish history, just for you.
• •Draped in Tradition: Explore Our Newest Tartan Treasures. From the rolling hills of the Highlands to your doorstep, our latest collection embodies the enduring spirit of Scotland. Discover new tartans, exquisitely crafted accessories, and timeless pieces designed to connect you to your roots.
• •Unraveling the Threads: The Meaning Behind Your Clan Tartan. Every tartan tells a story – of family, of place, of history. At The Scotland Shop, we believe in the power of these patterns to connect us to our past. Join us as we delve into the rich symbolism and fascinating origins of clan tartans, helping you understand the beautiful heritage you wear.