Brand Tone

Aspirational and enthusiast-focused, modern and tech-savvy, while also being community-oriented and appreciative.

Brand Values

• •Quality and Precision
• •Innovative and Aesthetic Design
• •Customer Satisfaction
• •Community Engagement

Best Practices

• •Lead with the Aesthetic, Follow with the Tech: Always open with the unique visual design—it's the primary hook. After capturing attention with the "why" (the look), explain the "how" (the premium switches, gasket mount, tri-mode connectivity).
• •Balance Enthusiast Jargon with Aspirational Language: Use technical terms like "Hall Effect," "gasket mount," and "polling rate" to build credibility with hobbyists, but frame them within aspirational benefits like "unmatched responsiveness," "a supremely satisfying feel," and "competitive edge."
• •Embrace the Community Voice: Actively monitor and incorporate language used by reviewers and customers on TikTok and Reddit. Phrases like "sounds like buttah" or "straight-up fire" can be used authentically in more casual marketing channels to show the brand is listening.
• •Maintain a Humble and Appreciative Stance in Communications: In all direct communication (email, social media replies, Discord), reinforce the brand's gratitude and commitment to its community. This builds trust and helps counteract the initial skepticism associated with a new online brand.
• •Ensure Visuals and Copy are Inseparable: The brand's strength is its visual identity. Every piece of copy, from an ad headline to a product description, must be paired with high-quality imagery or video that showcases the unique designs. The text should enhance what the customer sees, creating a cohesive and compelling narrative.

Social Perception

Initially met with skepticism due to being a new and unknown brand, but gaining legitimacy through positive user experiences. Primarily recognized for its unique and visually appealing designs, though there's an ongoing debate about its price-to-value proposition among experienced enthusiasts.

Copy Examples

• •Stop scrolling. This is the Zornher ZH980 Starry Night edition. We didn't just make a keyboard; we crafted an experience. HIFI acoustics, tri-mode connectivity, and a design that transforms your entire desk. Your setup is waiting for its centerpiece. Tap to explore.
• •Where Engineering Meets Artistry. At Zornher, we believe a keyboard should be more than a tool—it should be an extension of your style. Discover our collection of meticulously crafted mechanical keyboards and feel the difference in every keystroke.
• •Your desk is about to get a major upgrade. Thank you for joining the Zornher family! We're a community of enthusiasts, gamers, and creators passionate about performance and design. While we build your keyboard, join our Discord server to share your setup and connect with fellow enthusiasts!
• •Latency is not an option. The Zornher ZH68-HE features Hall Effect magnetic switches and a 1000Hz polling rate for the speed you demand. With a stunning CNC aluminum frame and fully customizable RGB, it's built to perform and designed to impress. Level up your gear.
• •Chart your own course with the Zornher Topo 2.0 series. Featuring our signature topographic design, this keyboard brings a world of adventure to your fingertips. The gasket-mounted structure provides a supremely satisfying typing feel, while the custom-tuned switches ensure every press is quiet, smooth, and precise. It's not just a keyboard; it's a landmark.