Tono de Marca

Edgy & Bold, Confident & Artistic, Modern & Streetwear-Savvy, Approachable (in social media)

Valores de Marca

• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Unique Aesthetics/Artistic Design
• •Strength & Resilience

Mejores Prácticas

• •Develop a "Voice Guide": Create a simple document outlining core brand keywords (e.g., "bold," "unconventional," "crafted," "statement"), a "words we use" and "words we avoid" list, and the desired emotional impact on the customer (e.g., "empowered," "seen," "intrigued").
• •Embrace the Edge: Don't dilute the language. Use strong verbs and evocative adjectives that reflect the gothic, anatomical, and bold nature of the designs. Avoid overly generic or mainstream marketing speak.
• •Highlight Uniqueness & Craftsmanship: Consistently weave in mentions of the unique design inspiration (like the vertebrae concept) and the quality of materials/craftsmanship. This reinforces brand values.
• •Speak to the "Outsider" Identity: Address the customer who is actively seeking to "break free from the ordinary." Use language that validates their desire for individuality and self-expression.
• •Visual-Verbal Cohesion: Ensure the tone of the copy directly mirrors the visual aesthetic of the jewellery. If the pieces are dark and intricate, the language should be too. This is especially crucial for social media where visuals and text are consumed together.

Percepción Social

Positive for Unique Style, Good Quality for Price, Statement Pieces, Appreciation for Handmade Aspect

Ejemplos de Copy

• •Headline: Forge Your Icon. Body: Don't just accessorize. Define. Our [Product Name, e.g., Vertebrae Ring] isn't for the faint of heart. It's for the architects of their own image. Crafted from solid [Material, e.g., sterling silver], built to make them stare. Shop the collection and wear your rebellion.
• •Instagram Caption (showing a close-up of a detailed piece): Intricacy in every link. Chaos, curated. This is CAL Jewellery. Dare to detail. #CalJewellery #HandcraftedEdge #StatementSilver
• •Product Description Snippet (for a new "darker" themed piece): From the shadows, a new statement emerges. The [New Product Name] blends raw anatomy with a darker, neo-gothic spirit. Feel the weight, embrace the edge. This isn't just jewellery; it's an extension of your distinct narrative.
• •Email Subject Line: Ordinary is Over. Email Body Preview: Your style is a statement. Our new arrivals are the exclamation point. Discover pieces forged for the individual. [Link to New Arrivals]
• •TikTok Video Concept Text Overlay: They told you to fit in. We design for those who stand out. CAL Jewellery: Unconventional. Unapologetic. Your new obsession. #AlternativeJewellery #GothStyle #UniqueDesigns