Verbal Language
Verbal language is essential to convey a brand’s identity. Words, phrases, concepts and tone of voice make a brand personality come to life.
In content, copy and all kinds of communication and interactions. A strong verbal identity can open ways for the brand to place itself in the world and relate to people in a deeper, more relevant way.
Home is about
Self- Expression belonging
Self- Expression belonging
Renovation is about dreaming but getting lost
Self Expression
Trusted Authority
Passionate about its craft. Dynamic & Creative.
Source of authority.
Partnet & trustworthy.
Partnet & trustworthy.
ATTRIBUTES
1
Passionate
about its craft
about its craft
2
Dynamic
& Creative
& Creative
Self-expression
3
Source
of authority
of authority
4
Partner
& Trustworthy
& Trustworthy
Trusted Authority
Passionate
About Its Craft
How does the brand speak:
Vibrant and engaging language with calls to action, encouraging interaction and inviting consumers to express themselves in their choices. Opens dialogue, asks questions and arouses curiosity
Tone of voice
Inspirational
Motivational
Encouraging
Engaging
End Consumer
Examples:
Ready to express yourself?
Welcome home.
Let your home speak for you.
Breathe inspiration.
Make your home feel like you.
Feels like home.
Feels like me.
Where you live is who you are.
Your ideas, your dreams.
Homey as homey gets.
Architects & Designers
Examples:
Classic or hype?
Bold or low profile?
Helping people express their souls into their homes is an art.
Bohemian or glam?
Country or eclectic?
Farmhouse or organic modern?
We are specialists in your style, no matter what it is.
In every dream home, your sensibility.
In every dream home, your creativity.
Fabricators
Examples:
High quality multi-material surfaces and a wide knowledge platform to support you. Just add your experience and skills.
Perfect stones and a unique platform with training center and technical support to make the most of your talent.
Dynamic
& Creative
How does the brand speak:
Conversational and accessible, always close to consumers, addressing them straightforwardly (“you” as a keyword). Human approach even in corporate messages. Uses modern expressions but not disruptive or trendy.
Tone of voice
Contemporary
Day-to-day life expressions
Sensorial léxicon
Innovative
End Consumer
Examples:
Classic or hype? Bold or low profile? Eccentric or traditional?
Feel free to express who you are.
You are curious and creative.
Just like Caesarstone.
We love authenticity.
Just like you.
Lively spaces.
A frame for life.
Architects & Designers
Examples:
We all love to try new things, don’t we?
Creativity is our business, isn’t it?
Source of
Authority
How does the brand speak:
Functional and expressive. Rational yet charming while reasoning about products’ quality. Shows expertise in a friendly and accessible way. Explains technical aspects with clear, straightforward language, not afraid of the ocasional didactic tone.
Tone of voice
Reasons why
Product information
Accessible assistance
Pioneer spirit
End Consumer
Examples:
Innovative tech, timeless quality.
Groundbreaking design in eight new colors.
Countertops crafted for a lifetime.
Sustainability and high quality.
Our perfect blend.
Durability is the new beauty.
Architects & Designers
Examples:
You’ve got the style it takes.
We’ve got the quality and the groundbreaking design.
Count on us for inspiration and technical advice.
Eco-friendly manufacturing.
Recyclable process.
97% of water and particles reused.
We care about the planet.
Just like you.
Partner
& Trustworthy
How does the brand speak:
We are friendly and may use playful language, but we are always accurate and straight forward in our serious commitment to our consumers and partners (architects, designers, fabricators). We are accessible and dependable, as builders of long term relationships.
Tone of voice
Accurate
Dependable
Closeness
Commitment
End Consumer
Examples:
Multi-materials for life.
Partners for life.
Count on us for inspiration
and technical advice.
Keep in touch.
We are always here for you.
Fabricators
Examples:
Count on us for top quality and superb support and make the magic happen.
Building trust since 1987.
For us, safety comes first and last and always.
Promises and perceptions we want to build
End Consumer
We help you create and bring out your inner nature into the surfaces of your home.
Perceptions we want to build:
1. Home as an extension of people’s personalities.
2. Caesarstone as a brand that crafts high quality stones and multi-material surfaces to help people express themselves through their homes.
3. Innovation and great design.
4. Lifetime warranty
5. Pioneering.
6. Sustainability.
7. Partnership in the Renovation process.
Architects & Designers
We empower your inspirational projects by elevating your surface expertise while embracing cutting-edge trends.
Perceptions we want to build:
1. Self-expression as a contemporary demand.
2. Architects and designers as experts in understanding people’s needs and personalities.
3. Caesarstone as a brand that crafts high quality stones and multi-material surfaces.
4. Innovation and great design.
5. Lifetime warranty
6. Pioneering.
7. Sustainability.
Fabricators
We partner with you to transform ideas into state-of-the-art surfaces, establishing trust and enhancing the credibility of our industry.
Perceptions we want to build:
1. Caesarstone as a brand that empowers fabricators
2. Professional knowledge authority
3. Brand that offers the best material in the market
4. Brand that promotes safe work and healthy environment
5. Caesarstone as a supportive brand