Brand Tone

Passionate, Activist, Educational, Unapologetically Radical, Direct, Serious, Purposeful, Urgent

Brand Values

• •Anti-Capitalism and Socialism
• •Internationalism and Anti-Imperialism
• •Community and Movement Building
• •Education for Liberation
• •Solidarity

Best Practices

• •Use Activist Language: Consistently employ strong, action-oriented verbs and nouns that reflect a sense of movement and struggle (e.g., "organize," "resist," "build," "liberation," "solidarity").
• •Maintain a Global Perspective: Regularly connect local and specific issues to the broader, international struggle against capitalism and imperialism. This reinforces the value of internationalism.
• •Center Education as the Goal: Frame reading not as a leisure activity, but as a necessary tool for political education, consciousness-raising, and empowerment.
• •Be Unapologetic in Your Stance: Avoid watering down the message. The brand's strength comes from its clear and unwavering commitment to socialist and revolutionary principles.
• •Always Connect Back to Community: Emphasize that 1804 Books is part of a larger entity—The People's Forum. Highlight the physical space, events, and the community aspect to show that the books are a gateway to real-world organizing.

Social Perception

Perceived by its target audience as a vital community hub and an essential resource for radical political thought, a welcoming and important space for learning, organizing, and connecting. Outside this sphere, particularly from a right-wing perspective, it is viewed as a radical entity challenging the political mainstream.

Copy Examples

• •Theory is a weapon. Arm yourself. Our latest arrival, '[Book Title],' dissects the mechanics of late-stage capitalism and offers a roadmap for the struggle ahead. Available in-store and online. Link in bio. #1804Books #SocialistLiterature #ReadToResist
• •From Haiti to Palestine, the struggle against colonialism is one. Our 'Global Liberation' book bundle unites the essential voices of anti-imperialist movements. Educate yourself, inspire your organizing. #Internationalism #FreeThemAll
• •Beyond the Headlines: Resources for Understanding the Fight for [Country/Cause] The corporate media will not tell you the full story. To truly stand in solidarity, we must understand the history and theory behind the struggle. 1804 Books provides the context you need. Explore our curated reading list on [Country/Cause].
• •Capitalism is the crisis. Socialism is the solution. Don't just debate it, understand it. Visit 1804 Books, a movement incubator for a new world. 320 W 37th Street, NYC. #Socialism #WorkingClass
• •Join us for 'Building Power: A Workshop on Community Organizing.' This is more than a book club; it's a training ground. Learn the practical skills and revolutionary theory needed to build a movement in your community. Hosted at The People's Forum, powered by the knowledge within 1804 Books.