Brand Tone

Trustworthy, Expert, Personalized, Community-Oriented, Quality-Driven, Traditional

Brand Values

• •Trust and Integrity
• •Quality and Craftsmanship
• •Exceptional Customer Service
• •Family & Legacy
• •Community Commitment
• •Expertise

Best Practices

• •Develop a Brand Voice Guide: Document the core tone attributes (e.g., trustworthy, expert, warm, elegant, community-focused) with examples of "do's and don'ts" for language, specific phrases to use or avoid. Share this with anyone creating content.
• •Emphasize Storytelling: Leverage the brand's rich history and family legacy in communications. Share stories about the founders, the generations, and meaningful customer interactions (with permission) to build connection and reinforce trust.
• •Train All Customer-Facing Staff: Ensure that in-store interactions, phone calls, and online communications (DMs, comments) consistently reflect the established brand tone of personalized care, expertise, and trustworthiness.
• •Showcase Expertise Authentically: When discussing gemology, craftsmanship, or repairs, use clear, accessible language that educates the customer without being overly technical or condescending. Highlight GIA certifications and the experience of the team naturally.
• •Maintain a Consistent Visual Identity: Ensure that all visuals (photography, videography, website design, social media graphics) align with the elegant, quality-driven, and established feel of the brand. High-quality imagery is key for a jeweler.

Social Perception

Highly Positive, Trusted Local Institution, Knowledgeable and Fair, Go-To for Custom Work and Repairs, Welcoming and Non-Intimidating

Copy Examples

• •King Jewelers: Generations of Trust, Crafting Your Forever. Since 1935, our family has been Cohasset's trusted choice for exceptional jewelry and personal service. Let our GIA Gemologists help you find or create the perfect piece to mark your special moments.
• •From a cherished idea to a breathtaking reality. ✨ At King Jewelers, we specialize in custom design, bringing your unique vision to life with expert craftsmanship and the finest materials. Share your dream design with us! #KingJewelersCohasset #CustomJewelry #HeirloomQuality
• •Restore the sparkle. Our skilled artisans and watchmakers at King Jewelers treat every piece with the utmost care, offering expert repair services to bring your treasured jewelry and timepieces back to their full glory. Trust us with your heirlooms. #JewelryRepair #WatchRepair #SouthShoreMA
• •More than just a jewelry store, King Jewelers is proud to be part of the Cohasset community fabric. Thank you for [mention recent local award/event involvement]! We believe in giving back to the shores that have supported us for over 85 years. #CommunityLove #KingJewelersCares
• •Begin your forever with confidence and a ring that tells your unique love story. Our curated collection of engagement rings, alongside our bespoke design service, ensures a choice as timeless as your commitment. Visit King Jewelers, where quality meets personal care. #EngagementRings #CohassetBride #KingJewelers