Brand Tone

Inspirational & Creative, Practical & Supportive, Stylish & Modern, Reliable & Knowledgeable, Approachable & Friendly

Brand Values

• •Quality & Durability
• •Versatility & Customization
• •Innovation & Design
• •Customer Empowerment
• •Heritage & Expertise

Best Practices

• •Focus on the "Why": Always connect product features back to the customer's desire for style, functionality, personalization, or the satisfaction of creating something themselves. Emphasize the end benefit and the feeling it evokes.
• •Balance Inspiration with Practicality: While showcasing beautiful end results is key, always ensure the copy provides or links to practical information (e.g., "Easy to fit," "See our how-to guide," "All components available"). This reinforces the supportive aspect of the brand.
• •Use Clear, Concise, and Action-Oriented Language: Avoid overly technical jargon where possible, especially in customer-facing communications. Use strong verbs and clear calls to action (e.g., "Shop Now," "Discover More," "Get Inspired," "Create Your Own").
• •Incorporate User-Generated Content and Stories: Sharing customer projects and testimonials naturally reinforces the brand's values of creativity, versatility, and customer empowerment. Frame these stories with an encouraging and appreciative tone.
• •Maintain Visual and Textual Cohesion: Ensure the language used in copy complements the visual style of the imagery. For instance, if the visuals are modern and minimalist, the copy should also be clean, direct, and focus on style and simplicity. Keep terminology for products and collections consistent across all platforms.

Social Perception

Rothley is generally perceived as a reputable and reliable supplier of quality components for DIY enthusiasts, interior designers, and trade professionals. Customers appreciate the aesthetic appeal and functionality of their products, which allow for the creation of stylish and personalized home and commercial environments. The brand is seen as a go-to for specific items like decorative tubing, hairpin legs, and handrail systems that offer a blend of modern design and practical utility. Their long history contributes to a perception of trustworthiness and expertise in the metalware and DIY sectors. They are viewed as enabling creativity and a professional finish for a range of projects.

Copy Examples

• •Headline (Website Banner/Social Media Ad): "Your Vision, Our Components. Create a space you love with Rothley's versatile DIY solutions. Style meets strength."
• •Product Description (e.g., Hairpin Legs): "Transform any tabletop into a statement piece. Our hairpin legs offer a sleek, industrial edge, crafted for durability and effortless style. Simple to install, designed to inspire. #RothleyDIY #IndustrialChic"
• •Social Media Post (Instagram/Pinterest): "Weekend project calling! 📞✨ Swipe to see how @[UserGeneratedContentCreator] used our matt black tubing to create this stunning custom shelving unit. Ready to start your own? Link in bio for all the essentials! #MyRothley #DIYInspo #HomeProjects"
• •Email Newsletter Snippet: "Since 1847, Rothley has been powering your projects. This month, discover our new range of [New Product] – designed with the same commitment to quality and innovation you’ve come to expect. Build it better with Rothley."
• •"How-To" Guide Intro: "Ready to install your new Rothley handrail? We're here to help! This simple step-by-step guide will walk you through the process, ensuring a secure and stylish finish. Let’s get started!"