Brand Tone

Welcoming and Inclusive, Community-Focused and Engaging, Passionate and Knowledgeable, Curated and Thoughtful, Modern with a touch of retro/classic charm

Brand Values

• •Inclusivity and Diversity: Championing writers of color, LGBTQ+ voices, and women writers.
• •Community Engagement: Being a social and cultural hub for Exeter.
• •Love of Literature and Reading: A clear passion for books and sharing that with others.
• •Support for Independent Artists and Presses: Stocking books from indie publishers and local authors.
• •Hospitality and Customer Experience: Providing excellent service and a welcoming atmosphere.
• •Local Focus with a Global Perspective: Celebrating local stories while offering a diverse range of international literature.
• •Sustainability: Reducing waste by selling damaged books at a lower price.

Best Practices

• •Always Emphasize Community and Inclusivity: Use welcoming language. Highlight events, local connections, and diverse voices. Phrases like "everyone is welcome," "your community space," "celebrating diverse stories."
• •Show, Don't Just Tell, Your Passion: Let genuine enthusiasm for books and reading shine through. Instead of saying "we love books," describe the joy of discovery or the impact of a powerful story. Use evocative language when describing books.
• •Keep it Personal and Approachable: Use a friendly, human voice. Address your audience directly (e.g., "Come say hi," "Let us help you find..."). Share staff picks and personal recommendations.
• •Highlight Your Curation and Values: Subtly weave in your commitment to indie presses, diverse authors (writers of colour, LGBTQ+), and specific genres like art and nature. Explain *why* you stock certain types of books.
• •Maintain Visual and Verbal Consistency: Ensure your tone online matches the in-store experience. Use a consistent style in your social media captions, website text, and email communications. Reflect the "modern with a retro nod" aesthetic in visuals where appropriate, and let the copy be clear, thoughtful, and engaging.

Social Perception

Bookbag Bookshop is highly regarded by its customers and the local community. It is seen as a valuable addition to Exeter, especially as an independent bookshop in a city with larger chain stores. Customers perceive it as a friendly, welcoming place with a unique and interesting selection of books that they might not find elsewhere. The staff are viewed as knowledgeable, approachable, and genuinely passionate about books. It's recognized as more than just a retail space, but as a community hub that actively supports local arts and literature. There's an appreciation for their commitment to diversity and inclusivity in their curated collection.

Copy Examples

• •Instagram Post (Image: A cozy shot of the shop's interior with diverse book spines visible): Escape the everyday and discover your next adventure within our walls. At Bookbag, we're more than just a bookshop; we're a community, a haven for curious minds, and a celebration of stories from every corner of the globe and our own vibrant Exeter. Come say hi, browse our curated shelves, and let's find your perfect read together. #BookbagExeter #IndieBookshop #CommunityLove #DiverseReads #ExeterIndies
• •Facebook Event Promotion (Image: Event poster for a local author talk): Join us for an inspiring evening as we welcome local author [Author's Name] to Bookbag! We believe in the power of local voices and global stories. Come connect with our vibrant literary community, discover new perspectives, and support Exeter's incredible talent. Details and booking link in bio. #BookbagEvents #ExeterAuthors #SupportLocal #LiteraryCommunity #ForeStreetExeter
• •Tweet/X Post: Looking for a book that speaks to *you*? Our shelves are packed with intentionally chosen reads – from groundbreaking new voices to beloved classics, indie press gems, and vital LGBTQ+ & POC narratives. Pop into McCoys Arcade and let our passionate booksellers guide you. #BookbagShop #Exeter #ShopIndependent #BooksForAll
• •Website Homepage Snippet: Welcome to Bookbag Bookshop, Exeter's heart for stories. We're an independent bookshop passionate about bringing you a thoughtfully curated selection of books that reflect our diverse world. From local talents to international voices, independent presses to celebrated authors, find your next great read in our warm and welcoming space in McCoys Arcade. We're a place to explore, connect, and celebrate the joy of reading. #ExeterBookshop #IndependentAndProud #DiverseBooks
• •Email Newsletter Excerpt (Subject: Your Weekly Dose of Literary Goodness from Bookbag!): Hello Booklovers! This week at Bookbag, we're buzzing about [mention a new arrival or upcoming event, e.g., the latest stunning releases from indie presses / our upcoming poetry open mic]. We cherish being your go-to spot in Exeter for books that inspire, challenge, and comfort. Swing by and let our team help you unearth a hidden gem. Your next favourite story awaits! #BookbagCommunity #NewReads #ExeterLife