Brand Tone

Passionate and Enthusiastic, Customer-Focused and Service-Oriented, Trustworthy and Professional, Community-Minded and Generous, Approachable and Friendly

Brand Values

• •Privileged to be a LEGO partner
• •Under promise, over deliver
• •Mint condition matters
• •If we stuff up, we'll fix it
• •Reduce, reuse, recycle
• •Acknowledge and reward our loyal customers
• •Give back to the community
• •Have fun!
• •A love for Classic LEGO

Best Practices

• •Always Reflect Passion: Infuse copy with genuine enthusiasm for LEGO. Use words that convey excitement, creativity, and the joy of building.
• •Prioritize the Customer Experience: Frame messaging around customer benefits – ease of shopping, the delight of receiving a perfect set, and the fun of the LEGO hobby. Emphasize the "under promise, over deliver" ethos in service descriptions.
• •Be Authentic and Transparent: Communicate honestly, especially when addressing the brand's values like "mint condition matters" or "if we stuff up, we'll fix it." Use straightforward language that builds trust.
• •Foster Community Spirit: Encourage interaction and sharing. Highlight community contributions or run campaigns that involve LEGO fans, reinforcing the "give back to the community" and "have fun" values.
• •Maintain a Friendly and Approachable Voice: Even in more formal communications, let the "family business" and "passionate fans" personality shine through. Avoid overly corporate jargon.

Social Perception

Generally positive, a reliable source for LEGO with a good range of products, competitive pricing, and quick delivery. Trusted Retailer due to being an authorized LEGO retailer.

Copy Examples

• •Welcome to Brick Store – Built by Fans, For Fans! Dive into New Zealand's passion-fueled LEGO destination. Your next adventure starts here!
• •Unbox joy with the [LEGO Set Name]! We know 'mint condition' matters, so we handle every set with collector's care, straight from LEGO to your door. Get ready to build something amazing!
• •From a shared love of LEGO bricks to New Zealand's dedicated online LEGO store! We're Daniel and Anya, and we promise to over-deliver on service and share our passion, one brick at a time. If anything's not right, we'll fix it – that's the Brick Store way.
• •What are you building this weekend, NZ? Share your creations with #BrickStoreBuilds! We love seeing the community's imagination come to life. P.S. Keep an eye out for our next community giveaway!
• •Hey [Customer Name], thanks for being a valued member of the Brick Store family! As a token of our appreciation, here's an exclusive sneak peek at new arrivals and a special something just for you. Happy Building!