Brand Tone

passionate, enthusiastic, personal, and community-focused

Brand Values

• •Passion for Music/Vinyl
• •Community
• •Accessibility/Fair Pricing
• •Customer Focus & Trust
• •Authenticity & Hand-Picked Selection
• •Ethical and Sustainable Practices

Best Practices

• •Embrace Charlie's Voice: Continue to write copy as if Charlie is speaking directly to the customer – use "I," personal anecdotes, and enthusiastic language. This maintains authenticity and approachability.
• •Highlight the "Why": Regularly remind the audience of the passion behind the brand – the love for music and the desire to help fellow collectors. This reinforces the core values.
• •Foster Community Interaction: Actively ask questions, encourage sharing, and respond to comments and messages in a friendly, engaging manner across all platforms.
• •Be Transparent and Relatable: Share the joys and challenges of running a small indie store. This builds trust and makes the brand more human. Talk about the sourcing process for rare finds.
• •Keep it Enthusiastic and Positive: Let the genuine excitement for vinyl and new music shine through in all communications. Use emojis where appropriate to convey emotion and maintain an informal feel (as seen on social media).

Social Perception

Customers appreciate the selection of limited and exclusive editions, fair pricing, and the personal touch of the owner, Charlie. TikTok videos featuring order packing and new arrivals generate excitement and engagement. Collaborations with vinyl communities/influencers further enhance their reach and credibility within the niche. Customers on Discogs have given a 100% positive seller rating.

Copy Examples

• •JUST LANDED! 🔥 That ultra-rare pressing you’ve been hunting for? Charlie’s worked his magic again! 😉 Dive into our New Arrivals now and give your turntable the treat it deserves. Limited stock – you know the drill! LIVE, LOVE, VINYL! #YesCharlieRecords #VinylHaul #LimitedEditionVinyl
• •What’s spinning on your deck this weekend, vinyl fam? 🎶 Share your current obsession in the comments below! We’re always looking for new tunes to obsess over, just like you. Let's build this awesome music community together! #VinylCommunity #MusicLovers #YesCharlieRecords
• •From a personal obsession to helping YOU find your grails! ✨ Charlie here – just wanted to say a massive thanks for being part of the Yes Charlie Records journey. Every record packed and shipped is a shared passion. Got a vinyl story? Share it with us! #OurStory #VinylPassion #SupportSmallBusiness
• •Dreaming of a specific limited release that seems impossible to find in Aus? 🇦🇺 That’s why Yes Charlie Records exists! We’re dedicated to hunting down those hard-to-get gems at fair prices. Drop us a DM with your wishlist – let’s make some vinyl dreams come true! #VinylSourcing #RareVinyl #IndieRecordStore
• •Spin your records with a clear conscience! ♻️ At Yes Charlie Records, we’re not just about the music; we’re about loving our planet too. We proudly use recycled mailers whenever possible, because good tunes and good ethics go hand in hand. #SustainableVinyl #EcoFriendlyRecords #YesCharlieCares