Brand Tone

Passionate, Artisanal, Collaborative, Customer-Centric, Sustainable, Principled, Expert, Confident, Approachable, and Authentic.

Brand Values

• •Craftsmanship & Quality
• •Sustainability & Environmental Responsibility
• •Personalization & Collaboration
• •Artistry & Beauty
• •Customer Satisfaction & Trust

Best Practices

• •Emphasize the "Why": Always circle back to the passion for luthiery, the commitment to sustainability, and the joy of creating a unique instrument for a specific player. Don't just describe features; explain the soulful reason behind them.
• •Use Storytelling: Share the journey of the woods, the collaborative process with a customer (anonymized if necessary), or the inspiration behind a particular design. This reinforces the artisanal and personal nature of the brand.
• •Balance Expertise with Inclusivity: While showcasing deep knowledge of luthiery and materials, ensure the language is welcoming and understandable to a range of guitarists, not just seasoned experts. Avoid overly technical jargon where simpler, evocative terms can be used.
• •Highlight the Collaborative Element: Consistently use words and phrases that imply partnership and a shared creation process (e.g., "together," "your vision," "we work with you").
• •Maintain Visual & Textual Harmony: Ensure the imagery used alongside the copy reflects the same values of craftsmanship, natural beauty, and personalization. The visual tone should reinforce the written tone.

Social Perception

Highly Respected for Craftsmanship, Appreciated for Sustainability, Valued for Customization and Collaboration, Seen as a Premium Brand, Positive Customer Experiences.

Copy Examples

• •Headline: Your Sound, Sustainably Crafted. Your Story, Told in Tone. Body: At Born Guitars, we don't just build instruments; we cultivate legacies. Hand-in-hand with you, we select the finest sustainable tonewoods, each with a unique voice, to create a guitar that’s unequivocally yours—in feel, in sound, in soul. Let's build the dream you'll play for a lifetime.
• •Headline: More Than a Guitar. It's a Born. Body: Imagine a guitar that fits you like a glove, resonates with your deepest musical ideas, and carries the heart of the forest within its grain. That's the Born Guitars promise. From collaborative design to the final, perfect setup, experience the art of true custom guitar making.
• •Headline: Handcrafted Heritage. Consciously Created. Body: We believe the most beautiful music comes from instruments built with respect—for the player, for the craft, and for the planet. Discover Born Guitars, where reclaimed woods and meticulous craftsmanship converge to make your signature sound a sustainable reality.
• •Headline: The Tone You Were Born to Play. Body: Your music is unique. Your guitar should be too. We partner with you, from the first sketch to the final chord, ensuring every curve, every wire, every piece of hand-selected wood contributes to an instrument that doesn’t just play music, but speaks your language.
• •Headline: Where Precision Meets Passion, and Your Vision Takes Flight. Body: Born Guitars blends innovative 3D design and CNC precision with the irreplaceable touch of artisan hands. We obsess over every detail—from sustainably sourced Port Orford Cedar to hand-wound pickups—so your custom guitar isn't just built, it's *born*.