Brand Tone

friendly, enthusiastic, knowledgeable, and community-centric

Brand Values

• •Community First
• •Passion for Gaming
• •Exceptional Customer Experience
• •Inclusivity and Accessibility
• •Local Engagement and Support
• •Adaptability and Growth

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Use welcoming, conversational language that makes customers feel like they're talking to a fellow enthusiast who also happens to be very knowledgeable about the products and hobby.
• •Embrace Enthusiasm Authentically: Let genuine passion for games shine through. Use exclamation points where appropriate, share excitement about new releases or events, but ensure it always feels authentic and not forced.
• •Prioritize Community Language: Regularly use terms like "community," "join us," "together," "fellow gamers." Highlight events and shared experiences to reinforce the communal aspect of the brand.
• •Be Platform-Aware but Tone-Consistent: While the style might vary slightly (e.g., more memes on TikTok, more detailed info on Facebook), the core friendly, knowledgeable, and community-focused tone should remain consistent across all platforms.
• •Involve the "Face" of the Brand Periodically: Continue to have Jay (or other passionate staff) feature in communications where appropriate (like videos or signed blog posts) to maintain that personal, trustworthy connection with the audience.

Social Perception

Black Knight Games is widely perceived as a cornerstone of the Hamilton gaming scene and a highly respected retailer in the broader tabletop gaming community. Customers and observers consistently praise the store for its comprehensive product selection, the expertise and approachability of its owner and staff, and the strong sense of community it cultivates through numerous events and a welcoming atmosphere. It's viewed not just as a place to buy games, but as a vital hub for hobbyists to connect, learn, and share their passion.

Copy Examples

• •Ready to roll some dice and make new friends? 🎲 Our Legendary Board Game Night is THIS FRIDAY! We've got the classics, the hot new releases, and a fantastic community waiting for you. Grab your meeples and let's play! #BKGPlays #HamiltonGames #BoardGameNight
• •The latest shipment of Warhammer 40,000 has landed at Black Knight Games, and it's EPIC! 🔥 From stunning new miniatures to essential codexes, we've got everything you need to reinforce your armies. Our team's already geeking out over these sculpts – come see what all the excitement is about! #Warhammer40k #NewRelease #MiniatureGaming #ShopLocalHamOnt
• •What project is hitting your painting table this week? 🎨 Share your work-in-progress at our Wednesday Paint Night! We’ve got the good vibes, some shared paints, and plenty of fellow hobbyists to trade tips with. All skill levels welcome – let's get those minis table-top ready together! #BKGPaints #MiniaturePainting #HobbyCommunity #HamOntEvents
• •POV: You said you'd 'just look' at Black Knight Games... and walked out with three new board games, a paint set, and plans for next week's tournament. 😉 It happens to the best of us! What's your latest 'oops, I bought more games' haul? #GamerProblems #BoardGameAddict #BlackKnightGames #WorthIt
• •More than just a store, Black Knight Games is Hamilton's home for gamers. Founded by Jay Mason-Grant, a lifelong enthusiast, we're built on a passion for bringing people together through the joy of tabletop gaming. Our knowledgeable team is always here to help you find your next favorite game or join our thriving community. Let's share the adventure!