Brand Tone

Whimsical, Heartfelt, and Community-Focused. It is friendly, creative, and nostalgic, speaking an "insider" language that resonates deeply with its niche audience. The communication feels like it's from a fan, for the fans.

Brand Values

• •Community
• •Love of Music & Art
• •Shared Joy
• •Creativity & Nostalgia

Best Practices

• •Continue using community-specific slang and references ("phamily," song lyrics, "⭕️"). This builds authenticity and signals that you are part of the community, not just marketing to it.
• •Frame the copy around shared experiences. Use inclusive language like "the songs that connect us," "a world we all know," and "our community" to reinforce the brand's position as a fellow fan.
• •Many customers buy these books as gifts. Emphasize this in your copy, positioning the products as the perfect, thoughtful present for birthdays, holidays, or for new parents within the fan community.
• •The unique illustrations are a primary selling point. Use descriptive words that highlight the quality of the art, the paper, and the printing. This justifies the product's value beyond just its subject matter.
• •Actively ask customers to share photos of themselves or their children reading the books. Reposting this content reinforces the sense of community and provides powerful social proof. Create a unique hashtag for fans to use.

Social Perception

Banana Tree Books is perceived as a beloved, niche creator within the Phish fan community. It is not seen as a large, impersonal corporation but as a small, passion-driven project. This perception fosters a strong sense of loyalty and goodwill. The brand is highly recommended for its quality and as a perfect gift for fellow fans.

Copy Examples

• •Look for the owls, share in the groove. Our new book has arrived, a perfect surprise for your favorite veteran of the front row or the newest little member of the phamily. Page after page of vibrant art, made with love. Find it on the site now. ⭕️
• •Remember that feeling? The lights go down, the first note hits. We bottled it up. 'All My Friends' is more than a book; it's a trip through the songs and stories that connect us all. The perfect gift for the ones you share the pit with. Shop now.
• •From the land of lizards to your coffee table. This beautifully illustrated book is a journey through a world we all know and love. Printed on high-quality, heavy-stock paper, it ’s designed to be read, shared, and passed down. A must-have for any fan who wants to share the magic with the next generation.
• •Subject: A little something for your friends... Hey Phamily, Just in time for the holidays, we ’ve restocked our classic 'All My Friends' book. It ’s the perfect way to tell your crew 'I'm glad, glad, glad that you're alive.' Order by Dec 15th for guaranteed holiday delivery!
• •Every page of our books is filled with little details and inside jokes. In 'Looking For Owls,' what ’s the one hidden gem that made you smile the most? Let us know in the comments! 👇