Brand Tone

Knowledgeable & Passionate, Community-Focused & Welcoming, Curated & Discerning, Approachable & Friendly, Enthusiastic & Engaging

Brand Values

• •Independence
• •Community
• •Discovery
• •Quality & Curation
• •Authenticity
• •Inclusivity

Best Practices

• •Embrace "In-the-Know" Enthusiasm: Share genuine excitement for new arrivals, obscure finds, and featured artists. Use language that reflects a deep appreciation for music without being pretentious.
• •Highlight Curation and Discovery: Regularly emphasize the unique, often international, and independent nature of the records stocked. Frame the store as a place for music exploration.
• •Foster Community Connection: Use inclusive language. Address customers as fellow music lovers. Actively engage with comments and messages on social media. Promote local events and collaborations.
• •Maintain Visual Consistency: Ensure that the clean, minimalist, and art-focused aesthetic of the physical store is reflected in online visuals (website, social media images).
• •Be Authentically Chicago/Pilsen: Subtly weave in references to the local neighborhood and Chicago's broader music scene, reinforcing the store's roots and community ties.

Social Perception

Highly Respected, Community Hub, Aesthetic Appeal, Expert Resource, Supportive of Artists

Copy Examples

• •Instagram Post (New Arrival): "Fresh digs just landed! 🚀 Dive into the latest from [Independent Label Name] – pure sonic gold from the underground. Find your next obsession in-store or online. #606Records #NewMusicFriday #IndieVinyl #ChicagoMusicScene #VinylCommunity"
• •Facebook Event Promotion: "Join us this Saturday at 606 Records! We're spinning [Artist/Genre] and celebrating the spirit of independent music. Good vibes, great tunes, and a community of fellow music lovers await. See you in Pilsen! #606Events #LiveDJ #ChicagoEvents #PilsenChicago #SupportIndieMusic"
• •Website Banner (Deal Digs): "Unearth Hidden Gems! 💎 Our 'Deal Digs' section is freshly stocked with incredible finds at prices that’ll make you dance. Limited stock – explore now! #VinylDeals #606Records #RecordCollecting #MusicDiscovery"
• •Tweet: "Why 606? We're all about those dark horse labels and the thrill of discovery. From global beats to Chicago's finest, find sounds you won't hear anywhere else. What are you listening to today? #IndependentMusic #VinylRecords #Chicago #MusicCurated"
• •Email Newsletter Snippet (Store Anniversary/Community Focus): "Celebrating [X] years of sound in Pilsen! 🎉 606 Records is more than a store; it's a community. Thank you for being part of our journey, for supporting independent artists, and for sharing the love of music with us. Here's to many more years of spinning together! #606Community #PilsenLove #RecordStoreCulture"