Brand Tone

Supportive and community-oriented, understated and direct, authentic and lo-fi.

Brand Values

• •Championing Independent Music
• •Community Focus
• •Simplicity and Accessibility

Best Practices

• •Lead with the Artist: Always put the band's name first. The primary draw for customers is the artist, not the store. The brand's role is to amplify the artist.
• •Keep it Simple and Direct: Use clear, concise language. Avoid corporate jargon or overly creative marketing-speak. The tone should be as direct and authentic as the music scene it represents.
• •Use Relevant Hashtags and Tags: On social media, tag the bands and use specific genre-related hashtags (e.g., #postpunk, #midwestemo, #indie) to connect with the target audience.
• •Emphasize Support and Authenticity: Frame purchases as a way to directly support independent artists. Use phrases like "Official band merch," "Support the band," or "All profits go to the artist."
• •Maintain a Consistent, Minimalist Visual Identity: The copy is part of the overall presentation. Straightforward, product-focused copy should be paired with clean, unpretentious visuals.

Social Perception

Niche and specific, functional and transactional, with a lack of mainstream recognition outside of specific music fanbases. Its reputation is tied to the credibility and appeal of the artists it hosts.

Copy Examples

• •The new collection from [Band Name] is here. We've got the 'Clover Cap' and 'Speak With Your Chest' designs in stock and ready to ship. Support the band. Wear it loud. Link in bio.
• •Michael Cera Palin // 'We Could Be Brave' Pre-Order // Exclusive Vinyl and Hoodies Available Now.
• •Just dropped: The latest 7" from espresso lemonade. Limited run. Get yours before they're gone. #emo #indierock #[BandName]
• •New Merch: Townies, Innerlove. & More Inside.
• •Townies - 'Clover Cap'. Classic dad cap style in black, featuring embroidered 'Clover' design. 100% cotton. One size fits all. The official merch, supporting the band with every purchase.