Brand Tone

Professional & Informative, Aspirational & Stylish, Customer-Centric & Supportive, Value-Oriented, Generally Direct and Sales-Focused

Brand Values

• •Quality & Durability
• •Design & Aesthetics
• •Value & Affordability
• •Customer Success & Partnership
• •Practicality & Functionality

Best Practices

• •Balance Aspiration with Practicality: While showcasing beautiful designs, always ensure the copy also speaks to the functionality, durability, and value that Keller International offers. Don't let the style overshadow the substance.
• •Spotlight Customer Success: Regularly feature and tag customer salons. Use their stories and testimonials in copy to build trust and reinforce the brand's commitment to helping salon owners succeed. Make it about their achievements, facilitated by Keller products.
• •Maintain a Professional yet Accessible Voice: Avoid overly technical jargon unless explaining specific product benefits. The tone should be knowledgeable and authoritative but also welcoming and easy to understand for all salon professionals, from seasoned owners to those just starting.
• •Be Clear and Direct in Calls to Action: Whether it's "Shop Now," "Learn More," "Get a Quote," or "Watch the Guide," ensure the desired next step for the customer is obvious. Integrate these naturally into informative and engaging copy.
• •Address Concerns Proactively and Transparently (where appropriate): While marketing copy is generally positive, being aware of common customer pain points (like assembly or choosing the right equipment) and addressing them through helpful content (like guides, detailed FAQs, responsive service) can strengthen the supportive aspect of the brand tone. This means ensuring the copy on support pages or in direct communications is empathetic and solution-oriented.

Social Perception

Positive Perception (style and price), Mixed Perception (Customer Service & Logistics), Seen as a Go-To for New or Budget-Conscious Salon Owners, Reliable for Product Information

Copy Examples

• •Headline (Website/Ad - Value & Style): "Elevate Your Salon, Effortlessly. Designer Furniture Without the Designer Price Tag. Shop Keller International Direct."
• •Instagram Post (Aspirational & Community): "Dreaming of a salon refresh? ✨ Let us help you bring your vision to life! Swipe to see how @[TaggedCustomerSalon] transformed their space with our new [Product Name] collection. #KellerSalonStyle #SalonInspo #DreamSalon"
• •Facebook Post (Informative & Promotion): "Meet the [Product Name] Barber Chair: Unmatched comfort, timeless style, and built to last. Now with 15% off and free shipping for a limited time! Learn more & shop now: [Link] #BarberLife #SalonEquipment #KellerDeals"
• •YouTube Video Title/Description (Supportive & Practical): "Easy Assembly: Your New Keller [Product Name] Styling Station! Step-by-step guide to get your salon up and running in no time. Questions? Drop them in the comments below! We're here to help."
• •Pinterest Pin Description (Aspirational & Design-focused): "Modern minimalism meets salon chic. Discover the art of sophisticated salon design with Keller International's curated collections. Pin your favorites for your next big project! #SalonDesign #ModernSalon #KellerFurniture #InteriorInspo"