Brand Tone

Enthusiastic & Passionate, Community-Focused, Approachable & Friendly, Informative, Playful/Humorous

Brand Values

• •Community: Fostering a local hub for gamers to connect and share their hobby.
• •Passion for Hobbies: A genuine love for tabletop games, card games, and miniatures, and a desire to share that with others.
• •Accessibility: Providing a range of products and a physical space for hobbyists in their region.
• •Engagement: Actively connecting with their audience through social media and in-store activities.
• •Variety: Offering a wide selection of games and products from various popular franchises.

Best Practices

• •Know Your Audience, Speak Their Language: Understand that your customers are passionate hobbyists. Use terminology they're familiar with (e.g., "tabletop," "miniatures," "TCG," "LG," specific game lores) but remain welcoming to newcomers.
• •Embrace Enthusiasm: Let your genuine passion for the games and hobby shine through in your wording. Use exclamation points appropriately, and don't be afraid to sound excited about new releases or events.
• •Foster Community: Frame your copy to encourage interaction and a sense of belonging. Use inclusive language ("our community," "fellow Generals") and invite participation (e.g., "Join us," "Share your...").
• •Be Approachable and Slightly Informal (especially on social media): While maintaining professionalism, a friendly and slightly informal tone (especially on platforms like TikTok and Instagram) makes the brand more relatable. Emojis can be used strategically to enhance this.
• •Stay True to the "General" Theme (Subtly): Weave in thematic language related to strategy, command, and battles where it feels natural and fun (e.g., "reinforcements," "deploy," "campaign," "HQ," "briefing"). Avoid overdoing it to the point of it becoming cheesy or forced.

Social Perception

Local Hub, Enthusiast-Run, Emerging Online Presence, Strategic and Appealing

Copy Examples

• •Instagram Post (New Product Arrival): Sound the horns, Generals! 🎺 Fresh reinforcements have landed! The new [Product Name] is now in stock and ready to dominate your tabletop. Rally your forces and grab yours before they vanish like a stealth unit! Visit us in-store or online – link in bio! #ArmchairGeneralsZA #NewRelease #[GameName] #TabletopGaming #LocalGameStore
• •TikTok Video Caption (Event Promotion): Think you've got what it takes? 🤔 Our Friday Night Fight Night for [Game Name] is LEGENDARY! 🔥 Epic battles, awesome community, and maybe even a wild card or two! 😉 Sign up in-store or DM us! Don't be an armchair critic, be an Armchair General! #FNF #GamingEvent #Krugersdorp #StrategyGames #[GameHashtag] @armchairgeneralsza
• •Website Banner (Sale Promotion): DEPLOY THE SAVINGS! 💸 Score [Discount Percentage]% OFF selected wargames and miniatures this week only! Your campaign for an epic collection starts NOW at Armchair Generals. Shop the sale: [Link]
• •Facebook Post (Community Spotlight): Check out this incredible [Painted Miniature/Game Setup] by one of our very own Armchair Generals, [Customer Name/Tag]! 🤩 We love seeing your passion in action. Share your latest hobby projects with us using #ArmchairGeneralsCommunity! Want to join the fun? Our tables are always open. #WargamingCommunity #HobbyLife #ProudLG
• •Email Newsletter Snippet (General Update): Greetings, General! Your weekly briefing from the front lines of fun has arrived. This week: [New Product Highlight], a reminder about our upcoming [Event Name], and a special sneak peek at [Teaser]. Ready your strategies and dive in! Visit your HQ at armchairgenerals.co.za.