Brand Tone

Knowledgeable & Authoritative, Friendly & Approachable, Community-Oriented & Supportive, Trustworthy & Established, Passionate, Slightly Traditional but Adapting

Brand Values

• •Community
• •Expertise & Quality
• •Customer Service
• •Tradition & Heritage
• •Music Education
• •Passion for Music
• •Accessibility

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the key elements of your brand tone (as identified above), including approved vocabulary, "do's and don'ts," and examples. Share this with anyone creating content.
• •Know Your Audience, Adapt by Platform: While the core tone remains consistent (e.g., knowledgeable, friendly), the *expression* of that tone can be adapted. For instance, TikTok allows for more informal and humorous language than a formal product description on the website, but the underlying passion and expertise should still be palpable.
• •Emphasize Community and Expertise: Consistently weave in messages about supporting local music, the knowledge of the staff, and the quality of products/services. Use storytelling to highlight customer successes or the history of the brand.
• •Prioritize Helpful and Authentic Communication: Whether responding to comments, writing product descriptions, or crafting social media posts, aim to be genuinely helpful and reflect a true passion for music. Avoid overly salesy or generic language. Let the staff's personality shine through where appropriate.
• •Review and Refine Regularly: Periodically review your content across all platforms to ensure it aligns with the desired brand tone. Gather feedback and be willing to adjust your approach as the brand evolves or as you learn more about what resonates with your audience. Consistency is built through ongoing effort and attention.

Social Perception

A reliable and long-standing institution in the South Carolina music community. A go-to place for quality instruments, repairs, and knowledgeable advice. Supportive of local music education and musicians. A traditional music store that offers a personal touch often missing from larger chain retailers or solely online sellers. Staffed by passionate musicians who are eager to help.

Copy Examples

• •For a new high-end acoustic guitar (Instagram/Facebook Post): Feel the rich heritage and unmatched craftsmanship in every chord. ✨ Our latest arrival from [Brand Name] isn't just a guitar, it's a lifetime companion for your musical journey. Our experts are here to help you find the perfect match. Come visit us or explore online! #PecknelMusic #NewArrival #AcousticGuitar #MusicStore #Craftsmanship
• •For a back-to-school band instrument rental promotion (Website Banner/Email): Start their musical journey right! 🎺🎻 Pecknel Music has been supporting school bands for generations. Rent with confidence – quality instruments, expert advice, and flexible plans to make this school year sound amazing. Learn more about our rental program today! #MusicEducation #BandLife #PecknelSupportsMusic #SchoolBand
• •For a TikTok video showcasing a fun, quirky instrument or accessory: Wait for it... 🤯 Ever seen a [quirky instrument name]? We've got all the cool, weird, and wonderful things to make your music stand out! What's the strangest instrument you've ever played? Let us know! 👇 #PecknelMusic #UniqueInstruments #MusicFun #TikTokMusic #GearHeads
• •For a Facebook post highlighting a customer's positive repair experience (with their permission): Nothing makes us happier than seeing an instrument brought back to life! 🎶 Huge thanks to [Customer Name] for trusting our expert repair team with their beloved [instrument]. Keeping your music playing is what we do best. Need a repair? We're here for you! #PecknelRepairs #InstrumentCare #MusicCommunity #CustomerLove
• •General Brand Ad (Online Banner/Local Print): Your Music. Our Passion. Since 1959. From your first lesson to your professional gig, Pecknel Music offers the instruments, expertise, and support you need. Visit South Carolina's trusted family-owned music store. #PecknelMusic #YourMusicStore #MusicIsLife #Since1959