Brand Tone

Authentic & Edgy, Inclusive & Welcoming, Passionate & Enthusiastic, Informal & Friendly

Brand Values

• •Individuality & Self-Expression: Encouraging customers to "Be different, be free and outside the norm!" and "Discover your black side, reinvent yourself, expand your horizons."
• •Community & Belonging: Positioning itself as a unifier of diverse subcultures and "black souls" since 1995.
• •Authenticity: Rooted in and catering to genuine subcultures like punk, gothic, and metal.
• •Inclusivity: Welcoming all, irrespective of origin, look, or skin color, and being an LGBTQ+ friendly space.
• •Customer Focus & Fair Value: Offering a wide selection at good prices, coupled with excellent customer service.

Best Practices

• •Know Your Audience Intimately: Speak their language. Understand the nuances, slang (where appropriate and authentic), and cultural references of the subcultures you serve. Avoid corporate jargon.
• •Embrace Authenticity: Be genuine. If your brand is edgy, don't dilute it to appeal to everyone. Your specific audience values that authenticity.
• •Be Inclusive in Your Edge: While catering to specific subcultures, ensure your messaging remains welcoming to all who identify with an alternative lifestyle. Highlight shared values of individuality and freedom. Phrases like "No matter what you live, no matter what look, no matter your origin or skin color, Colors has been the store that unites black souls and subcultures since 1995" are a great example.
• •Show, Don't Just Tell: Use visuals (like on Instagram) and user-generated content that reflect the brand's values and the lifestyles of your customers. Let their stories and styles speak for the brand.
• •Maintain a Consistent Voice Across All Channels: Whether it's a product description, a social media post, or a customer service email, the tone should be recognizably "Colours Hamburg" – passionate, a bit rebellious, but always inclusive and helpful.

Social Perception

Positive: Customers highly rate the shop for its product variety (especially unique items and hair dyes), fair prices, and fast shipping. Helpful & Friendly Staff: The customer service is consistently praised as being supportive and efficient. Hub for Subcultures: Seen as a key destination in Hamburg for alternative fashion, accessories, and a sense of community. Trustworthy: Positive reviews and mentions of being a long-standing establishment (since 1995) contribute to a perception of reliability.

Copy Examples

• •Headline: Unleash Your Undead Style. Body: Tired of the mundane? So are we. Dive into Colours Hamburg for gear that screams *you*. From gothic glam to punk rebellion, your next look is waiting. #BeTheNight
• •Headline: Normality is a Paved Road. We Prefer the Dirt Track. Body: Since '95, Colours Hamburg has been the sanctuary for the wild ones, the rebels, the uniquely you. Find your tribe, find your style. We’ve got the colours to paint your path. #SubcultureUnited
• •Headline: Warning: May Cause Extreme Self-Expression. Body: Our new collection just dropped, and it’s not for the faint of heart. Bold hair dyes, statement boots, and threads that tell your story. Shop now – if you dare. #ColoursHamburg #DareToBeDifferent
• •Headline: Your Vibe Attracts Your Tribe. And We're All Here. Body: Looking for more than just clothes? Colours Hamburg is where the alternative heart of Hamburg beats. Band merch, unique finds, and a community that gets it. Welcome home. #AlternativeScene #HamburgStyle
• •Headline: Dye Hard. Live Loud. Body: Ready for a hair transformation that’ll turn heads? Our insane range of vibrant hair colours is calling your name. Go bold, go bright, go uniquely you with Colours Hamburg. #HairRebellion #ColourYourWorld