Brand Tone

authentic, passionate, community-focused, and knowledgeable

Brand Values

• •Curated Quality & Timeless Style
• •Music and Fashion Connection
• •In-Store Experience & Community
• •Authenticity and Passion
• •Customer Focus

Best Practices

• •Speak from a Place of Genuine Enthusiasm: Let your passion for music, fashion, and your products shine through. Use language that conveys excitement and genuine appreciation.
• •Emphasize "Curated" and "Timeless": Consistently highlight the thoughtful selection process and the focus on quality pieces that transcend fleeting trends.
• •Foster Community Connection: Regularly mention your connection to Newcastle, support for local initiatives, and the importance of the in-store experience and customer conversations.
• •Be Knowledgeable and Informative (but approachable): Share insights about the music, the designers, or the materials in a way that's informative without being pretentious. Invite discussion.
• •Maintain Authenticity: Avoid overly corporate or generic marketing speak. Use a natural, friendly, and slightly "cool" voice that reflects the store's independent spirit and long-standing presence.

Social Perception

a beloved local institution in Newcastle, known for its unique and curated selection of fashion and music. Customers appreciate the quality of the products, the knowledgeable and friendly staff, and the store's distinct "indie" vibe.

Copy Examples

• •Instagram Post (New Vinyl Arrival): "Fresh wax just landed! 🎶 From timeless classics that shaped generations to the latest sounds we can't get enough of – come discover your next favourite soundtrack. Our team's always up for a chat about what's spinning. #AbicusRecords #NewcastleMusic #VinylJunkie #SupportLocal"
• •Facebook Ad (Seasonal Style): "Embrace the season with pieces that last. At Abicus, we're all about timeless style and quality craftsmanship that feels as good as it looks. Explore our new collection of thoughtfully curated apparel and footwear in-store and online. #AbicusStyle #NewcastleFashion #TimelessClassics #ShopSmall"
• •Website Banner (Brand Philosophy): "More Than a Store: For over 20 years, Abicus has been a Newcastle hub where music, fashion, and community meet. We believe in the power of a great record and a timeless wardrobe. Come experience the difference. #AbicusNewcastle #Since2000"
• •Email Newsletter Snippet (Highlighting a Brand): "Meet [Brand Name]: We're stoked to feature [Brand Name] this month, a true Aussie gem known for their [mention key value e.g., sustainable practices, unique designs]. Their commitment to quality and [another value e.g., ethical production] perfectly aligns with what we love here at Abicus. Discover their latest collection. #AustralianDesign #ConsciousFashion"
• •In-Store Signage (Promoting Local): "Love Newcastle like we do? Ask us for our favourite local spots! From the best coffee to hidden gems, we're passionate about our vibrant city and happy to share. #SupportNewcastle #CommunityLove #DarbyStreet"