Brand Tone

Passionate, Welcoming, and Community-Focused

Brand Values

• •Community Building
• •Passion for the Medium
• •Inclusivity
• •Curation and Expertise
• •Integrity

Best Practices

• •Always Be Conversational: Use 'we,' 'us,' and 'you' to create a direct and personal connection. The brand is a conversation, so every piece of copy should feel like the start of one. Ask questions to encourage engagement.
• •Lead with Passion, Not Just Product: Frame announcements around the excitement and love for a story, creator, or art style. Explain why a comic is great, not just that it's for sale.
• •Champion the Community: Regularly feature community-focused content. This includes promoting in-store events, sharing photos from signings (with permission), and highlighting local creators. Make the audience feel like part of the brand.
• •Leverage Staff Expertise: Authenticity comes from the team's genuine passion. Use staff picks, quotes, and recommendations frequently. This reinforces the store's authority and humanizes the brand.
• •Emphasize Inclusivity: Ensure the language is always welcoming and non-gatekeeping. Explicitly invite newcomers and avoid jargon where possible, or explain it simply. Reinforce the message that 'comics are for everyone.'

Social Perception

Challengers Comics is overwhelmingly perceived as a cornerstone of the Chicago comics scene and a premier destination for comic enthusiasts, renowned for being a community pillar with expert, friendly staff and a professionally curated, welcoming store.

Copy Examples

• •From our pull list to yours! Patrick couldn't put down INFERIOR FIVE. 'The art is mind-bending and the story is pure, unfiltered superhero joy.' We're all about sharing the books we love, so come grab your copy and let's talk about that wild ending!
• •It's not just 'Comics' in our name, it's '+ Conversation'! Join our Graphic Novel Book Club this Thursday at 7 PM. We're discussing SAGA, VOL. 1. Whether it's your first time reading or your tenth, all Challengers are welcome. Let's get into it!
• •New to comics? We've got you. There's a perfect story here for everyone, and our job is to help you find it. Come challenge your idea of a comic shop. Welcome to the conversation.
• •New Comic Book Day is here! The shelves are stocked with incredible new stories from Marvel, DC, Image, and beyond. What are you most excited to read this week? #NCBD
• •More than just a comic, this is a must-read. The creative team is at the top of their game, delivering a story that is both action-packed and deeply emotional. We couldn't recommend it more. Add it to your cart and see why the Challengers team is buzzing about it.