Brand Tone

Passionate & Purpose-Driven, Empowering, Community-Focused & Welcoming, Educational & Activist, Authentic & Resilient, Hopeful & Joyful

Brand Values

• •Representation & Diversity
• •Support for Black Authors
• •Community Engagement
• •Anti-Racism & Social Justice
• •Creating Safe Spaces
• •Education & Awareness
• •Accessibility

Best Practices

• •Lead with Purpose: Ensure all copy, from website descriptions to social media posts, reflects the core mission of championing Black authors, promoting diversity, and fostering anti-racism. Every message should echo why Afrori Books exists.
• •Speak Authentically and Passionately: Use language that conveys genuine enthusiasm and commitment. Share the founder's story and the why behind the brand. Avoid overly corporate or sterile language; let the passion for the cause shine through.
• •Emphasize Community and Inclusivity: Use welcoming, inclusive language. Highlight events, workshops, and the safe space aspect of the physical shop. Encourage interaction and make readers feel like they are part of the Afrori family.
• •Be Empowering and Hopeful: While acknowledging challenges (like the need for anti-racism), focus on the positive impact of representation and the joy of discovery. Frame messages to inspire and uplift both authors and readers.
• •Maintain Consistency Across All Channels: Whether it's an email newsletter, a TikTok video, or website content, the tone should be unified. Ensure all team members involved in communication understand and can articulate the brand's voice and values clearly. This includes the visual tone if images or videos are used.

Social Perception

Essential and Necessary, Trailblazing and Pioneering, A Vital Community Hub, Resilient and Inspiring, Highly Valued by Customers and Community, A Force for Positive Change

Copy Examples

• •Headline: Discover Your Next Story. Champion Black Voices. Body: At Afrori Books, we're more than a bookstore. We're a celebration of Black authors and the rich, diverse narratives they bring to the world. Explore thousands of titles and find your new favourite today. Your journey into a wider world of literature starts here. Call to Action: Shop Now & Expand Your Bookshelf
• •Headline: See Yourself in Every Story. Body: Tired of searching for representation? Afrori Books was born from that same frustration. We are the UK's largest online collection of books by Black authors, a place where every reader can find themselves in the pages. Call to Action: Explore Our Curated Collections
• •Headline: More Than a Bookshop. It's a Community. Body: Welcome to Afrori Books – Brighton's heart for Black literature and a safe space for all. Join our events, workshops, or simply enjoy a coffee while you browse. Here, every voice matters, and every story is cherished. Call to Action: Visit Us Online or In-Store!
• •Headline: Fueling Change, One Book at a Time. Body: We believe in the power of stories to educate, inspire, and drive change. Afrori Books is committed to anti-racism, supporting Black authors, and building a more inclusive world. Be part of the movement. Call to Action: Learn More About Our Mission
• •Headline: Unwrap a New Perspective. Body: From compelling fiction to vital non-fiction, children's tales to powerful poetry – all penned by talented Black authors. Afrori Books brings you the stories you've been missing. Call to Action: Find Your Next Read