Brand Tone

authentic, passionate, and educational

Brand Values

• •Authenticity
• •Cultural Connection
• •Passion
• •Education
• •Community

Best Practices

• •Always Lead with Authenticity: Every piece of copy should reflect the genuine passion for world music that is at the core of the brand. Use storytelling to highlight the origins and craftsmanship of the instruments.
• •Maintain an Educational Tone: Position the brand as a knowledgeable resource. Share interesting facts about the instruments, their cultural significance, and tips on how to play them. This builds trust and provides value beyond the sale.
• •Use Evocative and Sensory Language: Music is an emotional experience. Use descriptive words that evoke the sounds, feelings, and cultural landscapes associated with the instruments to create a deeper connection with the audience.
• •Foster a Sense of Community: Use inclusive language ("we," "our community") and encourage interaction. Ask questions, feature user-generated content, and create a dialogue with followers to make them feel like part of the Cham Music family.
• •Be Consistent Across All Platforms: While the format may change from Instagram to TikTok to the website, the core tone and values should remain the same. This ensures a cohesive and recognizable brand identity no matter where a customer interacts with Cham Music.

Social Perception

Cham Music is perceived as a specialized and trustworthy source for world musical instruments. They are seen as experts in their field, offering unique products not easily found elsewhere. The brand is respected for its dedication to quality and its role in preserving and promoting traditional music, reinforced by high positive customer reviews.

Copy Examples

• •Discover the soul of the Orient. Our new collection of handcrafted Ouds has arrived, each one a masterpiece of tradition and sound. Crafted by master luthiers, these instruments are more than just wood and strings—they are a story waiting to be told. Find your voice at Cham Music.
• •Feel the rhythm of the world. The Darbouka is more than a drum; it's the heartbeat of celebrations. Perfect for any style, from traditional folk to modern fusion. Tag a friend who needs to add this to their collection! #WorldMusic #Darbouka #ChamMusic
• •From the hills of Anatolia to your fingertips. The Saz, with its enchanting sound, carries centuries of stories. Ready to write your own? #Saz #TurkishMusic #InstrumentTok #ChamMusic
• •Unlock your musical potential. Whether you're a beginner or looking to perfect your art, our expert instructors are here to guide you. This week, we're spotlighting our personalized Oud lessons. Click the link in our bio to book your first session! #MusicLessons #OudForBeginners #LearnMusic
• •For over 25 years, we've traveled the globe to bring you more than just instruments—we bring you a connection to a world of sound. From the vibrant strings of the Ukulele to the soulful winds of the Ney, your musical journey starts here. #ChamMusic #WorldInstruments #MusicalTradition