Brand Tone

Professional, Elegant, and Authoritative with a subtle undertone of being passionate and proud.

Brand Values

• •Heritage and Legacy
• •Quality and Excellence
• •Expertise and Partnership
• •Natural Beauty and Timelessness
• •Customer-Centricity

Best Practices

• •Lead with Elegance and Authority: Always use sophisticated and confident language. Avoid overly casual slang, emojis, or overly promotional phrasing. The tone should be that of a trusted expert.
• •Emphasize Heritage and Expertise: Regularly weave the company's long history (since 1965) into the narrative. This reinforces trust and distinguishes the brand from newer competitors.
• •Focus on "Why," Not Just "What": Instead of just listing stone types, tell the story behind them. Describe their origin, their unique characteristics, and the feeling they evoke. Sell the idea of timelessness, luxury, and natural beauty, not just the product.
• •Speak the Language of Your Audience: Tailor the copy to the platform. Use technical and professional language for architects on LinkedIn. Use more evocative and inspiring language for designers and homeowners on Instagram and Facebook.
• •Let the Visuals and Copy Work Together: Ducharme is a visual brand. Ensure every piece of copy complements the high-quality imagery. The text should enhance the story the picture is telling, pointing out details of texture, color, and application that the viewer might miss.

Social Perception

Ducharme is perceived as a premium, reliable, and established supplier of natural stone. The brand is respected within the design and construction community. The general public and potential end-users likely see it as a high-end option, associated with quality craftsmanship and beautiful, lasting results. The brand is not perceived as trendy or fast-moving but as classic, enduring, and trustworthy.

Copy Examples

• •Introducing the 'Calacatta Ducharme' — a masterpiece carved by nature, perfected by heritage. Its bold veining tells a story of timeless elegance, ready to become the heart of your next design. Discover the soul of stone.
• •Beyond a simple material, natural stone is a partner in your design narrative. For over 50 years, Ducharme has provided the palette for architectural excellence. Let's build legacies together. Explore our curated collection for your next project.
• •Your home is a sanctuary. Its story should be written in stone. From elegant countertops to stunning facades, Ducharme offers enduring beauty for the spaces that matter most. Craft your timeless home with us.
• •Transform your outdoor living space into a natural escape. Our durable and beautiful landscaping stone is sourced to withstand the elements and inspire tranquility. Ducharme: Where nature meets design.
• •It was a pleasure discussing your upcoming project. At Ducharme, we share your commitment to quality and vision. We are confident that our [Specific Stone Mentioned] will provide the unique character and performance you require. We look forward to being a part of its success.