Brand Tone

friendly, personal, enthusiastic, and customer-focused

Brand Values

• •Customer Service Excellence
• •Passion for Board Gaming
• •Competitive Pricing
• •Community Building
• •Trust and Transparency
• •Care and Quality
• •Growth and Aspiration
• •Personal Touch

Best Practices

• •Always Write from the "Enthusiast" Perspective: Frame content as if one gamer is talking to another. Use inclusive language like "we" (referring to the gaming community) and share genuine excitement for products.
• •Maintain a Personal Touch: Continue signing off communications from Stuart (or Stuart and Sarah-Kate where appropriate). Refer to personal experiences with games when possible. The handwritten note ethos should translate into the digital voice.
• •Prioritize Clarity and Helpfulness: Just as they aim for responsive customer service, copy should be clear, easy to understand (especially for game descriptions or how-to-play content), and anticipate customer questions.
• •Foster Community in Your Language: Actively invite interaction, ask questions, and use language that encourages sharing and discussion (e.g., "What are you playing this weekend?", "Let us know your thoughts!"). This aligns with their Discord community and future play area goals.
• •Be Consistent Across All Channels: Whether it's a website banner, a Facebook post, an email, or a YouTube video description, the friendly, passionate, and customer-centric voice should be uniform. Create a simple style guide if needed to remind anyone creating content of these core tonal elements.

Social Perception

Customers likely perceive Clownfish Games as a small, dedicated, and passionate business run by genuine board game lovers. The emphasis on personal service and careful packaging is likely well-received and builds trust. The active communication across multiple channels (Facebook, Discord, YouTube) fosters a sense of community and approachability. The pricing and shipping offers (e.g., free UK delivery over £30) are likely seen as positive. The primary challenge in social perception might be brand distinctiveness due to other entities using the "Clownfish" name in gaming or entertainment-related fields.

Copy Examples

• •Homepage Welcome Banner: "Welcome, fellow gamer! Stuart here, from Clownfish Games. We're as passionate about getting that new game to your table as you are. Dive in and discover your next adventure, packed with care and sent with a gamer's understanding!"
• •Product Description Snippet (New Release): "It's here! The moment we've all been waiting for. [Game Name] has just landed at Clownfish Games, and trust us, the hype is real! As fellow enthusiasts, we've already got our copies – grab yours and let's explore this new world together. We pack every game like it's our own precious cargo!"
• •Social Media Post (Facebook/Instagram - promoting a new YouTube video): "Ever wondered how to play [Game Name]? Stuart and Sarah-Kate are on the case! 🎬 Our new YouTube video is live, breaking down the rules and sharing our first impressions. Watch it, then tell us what you think! Link in bio – happy gaming! #BoardGames #HowToPlay #ClownfishGamesCommunity"
• •Email Newsletter Excerpt (promoting a sale): "Hey [Customer Name], Stuart from Clownfish Games here! Just a friendly heads-up: our [Sale Event Name] is now on! As a fellow board game lover, I know how exciting a good deal can be. We've got some fantastic titles ready for a new home (yours!). Plus, every order gets our signature careful packaging and a little thank you from us. Game on!"
• •"About Us" Page Snippet: "More than just a store, Clownfish Games is a passion project born from a love of dice, meeples, and unforgettable game nights. I'm Stuart, and with the amazing support of my wife Sarah-Kate, we're here to bring you great games, fantastic service, and a personal touch you won't find everywhere. We believe every game deserves a good home!"