Brand Tone

Authentic & Traditional, Proud & Passionate, Informative & Educational, Community-Oriented & Engaging, Approachable & Friendly

Brand Values

• •Heritage & Tradition
• •Authenticity & Quality
• •Cultural Preservation
• •Customer Connection & Education
• •Pride & Identity

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the tone (e.g., Authentic, Proud, Informative, Friendly), lists "do's and don'ts" for language, and includes examples of on-brand and off-brand copy. Share this with anyone creating content.
• •Emphasize Storytelling & Heritage: Consistently weave in elements of Scottish history, clan stories, and the cultural significance of the products. This reinforces the "Authentic" and "Proud" aspects of the tone. Avoid overly modern slang or jargon that feels disconnected from the brand's core.
• •Educate, Don't Just Sell: Frame product descriptions and social media posts as opportunities to share knowledge about tartans, traditions, or how to wear items. This maintains the "Informative & Educational" tone and adds value beyond the transaction.
• •Foster Community and Engagement: Use language that invites interaction. Ask questions related to Scottish heritage, encourage customers to share their stories or photos, and respond to comments in a way that is friendly and appreciative, reflecting the "Community-Oriented" and "Approachable" facets of the tone.
• •Maintain Authenticity in All Communications: Ensure that all claims about product origin, materials, and craftsmanship are accurate and verifiable. This builds trust and supports the "Authentic" and "Traditional" elements of the brand voice. If addressing a modern audience (e.g., on TikTok), find ways to bridge tradition with contemporary engagement without losing the core identity.

Social Perception

Positive, Knowledgeable Resource, Community Hub, Respectful of Culture

Copy Examples

• •Website Homepage Banner: Wear Your Story. Discover Authentic Clan Tartans & Heirlooms at Tartan Heritage. For generations, tartan has told the tale of Scottish lineage and pride. Explore our collection, crafted with tradition and ready to become part of your legacy.
• •Facebook Post (Product Feature - Kilt): Feel the pride of Scotland with every step. Our [Specific Clan Name] Tartan Kilt is more than just attire; it's a testament to your heritage. Meticulously crafted for an authentic experience. Share with us – what does your tartan mean to you? #TartanHeritage #ScottishPride #Kilt #Clan[Name]
• •Instagram Caption (Lifestyle Image of someone in a kilt at a Highland Games): From the Highlands to your heart, carry the spirit of Scotland. Our traditional kilts are made to be lived in – celebrating history, creating new memories. What traditions do you cherish? ✨ #ScottishTradition #TartanLife #HeritageWear #TartanHeritageUSA
• •Email Subject Line (for a newsletter segment on history): Unlock the Secrets of the [Clan Name] Tartan | A Heritage Story. Email Body Snippet: Delve into the rich history behind the [Clan Name] tartan. Each thread weaves a story of bravery, loyalty, and enduring spirit. At Tartan Heritage, we believe knowing the story enriches the wearing. Learn more on the blog...
• •TikTok Video Concept Description: Visual: Quick cuts showing the process of putting on a kilt correctly, with text overlays for each step. Upbeat traditional Scottish music. Voiceover/Caption: Nail your kilt look every time! 🏴󠁧󠁢󠁳󠁣󠁴󠁿 From pleats to pin, here's the Tartan Heritage quick guide. Show us your #KiltChallenge! #ScottishStyle #TartanTips #HeritageHowTo