Brand Tone

Enthusiastic and Passionate, Community-Focused, Informative and Helpful, Innovative and Quality-Driven, Approachable and Direct

Brand Values

• •Accessibility
• •Passion for the Hobby
• •Product Excellence and Innovation
• •Customer Satisfaction
• •Inclusiveness and Diversity
• •Continuous Learning and Growth
• •Community Engagement

Best Practices

• •Speak the Language of Enthusiasts, Welcome Newcomers: Use terminology familiar to the keyboard community but always provide context or be ready to explain for those new to the hobby. Avoid overly technical jargon in general marketing copy unless specifically targeted at experts.
• •Emphasize "We" and "Community": Foster a sense of belonging. Talk about what "we" (CannonKeys and the community) are building and exploring together. Highlight user builds and feedback.
• •Show, Don't Just Tell, Your Passion: Let the excitement for the products and the hobby shine through. Use enthusiastic language, emojis where appropriate (especially on social media), and share the joy of creation and customization.
• •Be Transparent and Informative: Clearly communicate product features, group buy details (including potential timelines and challenges), and be open about design choices. When issues arise, address them directly and honestly, explaining steps taken for resolution.
• •Focus on Quality and Innovation, but Keep it Accessible: Highlight the design process, the pursuit of excellent products, and innovative features. However, always tie it back to how these elements benefit the user and make the custom keyboard experience better and more attainable.

Social Perception

Positive Reputation, Quality Products, Good Customer Service, Accessibility and Beginner-Friendly, Occasional QC/GB Issues, One-Stop-Shop

Copy Examples

• •Headline (Website Banner for a new accessible kit): "Dive Into Custom Keyboards! ✨ Your perfect build starts here with the new [Kit Name] – easy, affordable, and endlessly customizable. Let's build something awesome together!"
• •Social Media Post (Instagram, showcasing a colorful keycap set): "Unleash your creativity! 🎨 Our latest NicePBT [Keycap Set Name] is here to add a splash of personality to your setup. Designed by enthusiasts, for enthusiasts. What color combo are you dreaming of? #CannonKeys #MechanicalKeyboard #Keycaps #CustomKeyboard"
• •Product Description Snippet (For a high-end keyboard): "Engineered for perfection, the [Keyboard Name] is the culmination of countless hours of design and iteration. We obsessed over every detail, from the satisfying acoustics to the premium finish, to bring you an unparalleled typing experience. This isn't just a keyboard; it's a passion project we're thrilled to share."
• •Email Subject Line (For a newsletter update): "CannonKeys Update: New Arrivals, Community Builds & Making Your Dream Keyboard a Reality!"
• •"About Us" Excerpt (Simplified for a quick read): "At CannonKeys, we're more than just a store – we're a crew of keyboard lovers dedicated to making this amazing hobby open to everyone. From innovative designs to helping you find that perfect switch, we're here to fuel your passion."