Brand Tone

friendly, enthusiastic, passionate, community-oriented, and slightly quirky/humorous

Brand Values

• •Passion for Physical Media
• •Community Focus
• •Customer Service Excellence
• •Independence
• •Authenticity & Fun

Best Practices

• •Embrace the "Groovy" and Friendly Voice: Consistently use warm, approachable, and enthusiastic language. Don't be afraid to inject personality and a bit of humor, reflecting the in-store experience and the owners' voices seen on YouTube.
• •Highlight Community and Connection: Regularly feature customer experiences (with permission), staff picks, and local event participation. Emphasize that AFK is more than a store; it's a gathering place for like-minded individuals.
• •Show, Don't Just Tell, Your Passion: Let the genuine love for books, music, and movies shine through in descriptions, recommendations, and event promotions. Share anecdotes, fun facts, or personal connections to the items you feature.
• •Keep it Real and Authentic: Avoid overly corporate or generic marketing speak. The current tone feels genuine; maintain that by being transparent, honest, and relatable. The presence of Jazz the dog is a great example of this authenticity.
• •Be Consistent Across All Channels: Ensure the tone used on the website, Facebook, Instagram, YouTube, and even in-store signage is harmonious. This creates a cohesive and recognizable brand identity. Whether it's a detailed RSD FAQ or a quick Instagram post, the AFK personality should be evident.

Social Perception

AFK Books & Records is generally perceived very positively by customers and the local community. Customers frequently praise the excellent customer service, knowledgeable and friendly staff, and the welcoming, cozy atmosphere. It's seen as a treasure trove or a cultural hub with a vast and diverse selection of items. The store is recognized for its strong involvement in Record Store Day and is considered one of the best record stores in the Virginia Beach area.

Copy Examples

• •Headline: Dive Into Your Next Obsession. Body: From rare vinyl grooves to literary escapes, AFK Books & Records is your Virginia Beach haven for all things wonderfully analog. Come explore, discover, and get lost in the stacks! #AFKTreasures #VBIndie
• •Headline: More Than Just a Store, It's a Vibe. Body: "Grooviest record store in VA Beach"? Our awesome customers think so! Find your next favorite album, book, or comic, and say hi to Jazz, our Chief Canine Officer. Good tunes, great reads, and even better company await. #AFKCommunity #ShopLocalVB
• •Headline: Record Store Day is Coming! Are You Ready? Body: The countdown is ON! We're gearing up for an epic Record Store Day with exclusive releases, good vibes, and maybe even some free snacks. Check our site for the list and get ready to join the friendliest queue in town! #RSDatAFK #VinylLove
• •Headline: Your Shelf (and Soul) Will Thank You. Body: Looking for that elusive first pressing or a book that'll change your perspective? With over 50,000 items, your next great find is waiting at AFK Books & Records. Passionate staff ready to help you dig! #Bookworms #VinylJunkies
• •Headline: "Away From Keyboard" and Into a World of Wonder. Body: That's what AFK means to us. Step away from the screen and into a real-life experience filled with the crackle of vinyl, the scent of old books, and the joy of discovery. Visit us on Shore Drive! #UnplugAndExplore #AFKBooksAndRecords