Brand Tone

A blend of passionate and enthusiastic, approachable and friendly, informative and trustworthy, and community-focused.

Brand Values

• •Passion
• •Community
• •Quality
• •Customer-Centricity
• •Reliability

Best Practices

• •Always Speak from Passion: Frame all communication from the perspective of a fellow enthusiast. Use words like "we," "us," and "fellow collectors" to reinforce the idea that you're part of the community, not just selling to it.
• •Highlight the Details: Collectors appreciate precision. When describing a product, go beyond the name. Mention the scale, the specific livery, unique features, or the quality of the casting. This shows expertise and respect for the product.
• •Keep it Personal and Approachable: Maintain the "small family business" voice. A simple "Cheers" or "Happy Hunting!" as a sign-off is more effective than corporate jargon. When responding to comments, use a friendly and direct tone.
• •Create a Sense of Urgency and Exclusivity (Authentically): The diecast world is driven by limited runs and hard-to-find items. Use phrases like "Limited stock," "Don't miss out," or "Once they're gone, they're gone!" to motivate action without sounding overly aggressive. This works because it's a genuine reflection of the market.
• •Encourage and Showcase the Community: Actively ask for user-generated content (e.g., "Show us your collection," "Tag us in your photos"). Feature customer photos and posts regularly. This not only provides social proof but also reinforces the core value of community, making customers feel seen and valued.

Social Perception

Perceived as a collector's ally, a go-to source for new releases, a genuine small business, and an engaging and positive hub.

Copy Examples

• •Instagram Post: Just Landed! The Tarmac Works Global64 Audi R8 LMS GT3 is here. That detail, though! 🔥 The latest Audi R8 from Tarmac Works has rolled into the shop, and it's a masterpiece. From the authentic livery to the true-to-scale precision, this is one for the top shelf. Limited stock available. Tap the link in our bio to secure yours before it's gone! #TarmacWorks #AudiR8 #DiecastCollector #BurnsieDiecast #PerthCollectors #ModelCar
• •Facebook Post: Show Us Your Weekend Haul! Happy Saturday, everyone! Whether you found a treasure at a local market or unboxed a delivery from us, we want to see what you've added to your collection this week. Drop a photo in the comments below and let's see those awesome finds! 🚗👇 Share your latest addition!
• •TikTok Video: (Video shows hands carefully wrapping a Hot Wheels Premium car and placing it in a box with a handwritten thank-you note) On-screen text: "Packing up someone's next favorite car." -> "This Liberty Walk Lambo is heading to its new home!" -> "Thanks for supporting our small family business!" Audio: Use a trending, upbeat, and satisfying ASMR-style sound. Caption: Another grail finding its forever home. We love seeing where our cars end up! Tag us in your unboxing vids! #burnsiediecast #hotwheels #packanorderwithme #diecast #smallbusinessaustralia
• •Email Newsletter: Subject: PRE-ORDER NOW: The Hottest Upcoming MiniGT Releases! Body: Hi [Customer Name], Don't miss out! The next wave of MiniGT is on the horizon, and we've opened up pre-orders so you can guarantee your spot. From iconic JDM legends to sleek European exotics, this drop is one of the best we've seen. As fellow collectors, we know the pain of a missed release. Secure yours today and we'll handle the rest. Cheers, The Burnsie Diecast Team. Call to Action: [Button] Pre-Order Now
• •Website Homepage Banner: Headline: Built by a Collector, for Collectors. Sub-headline: Free shipping Australia-wide on orders over $150. Call to Action: [Button] Shop New Arrivals