Brand Tone

Passionate & Enthusiastic, Independent & Anti-Mainstream, Community-Focused & Welcoming, Curated & Knowledgable, Humorous & Quirky (especially on TikTok), Ethical & Eco-Conscious, Bold & Experimental

Brand Values

• •Independence
• •Community
• •Curation & Quality
• •Accessibility & Inclusivity
• •Ethical Practices & Sustainability
• •Challenging the Norm (Anti-Mainstream)
• •Supporting New Talent

Best Practices

• •Embrace the "Indie First" Mentality: Every piece of copy, from product descriptions to social media posts, should reinforce the commitment to independent publishers and creators. Use phrases like "exclusively indie," "beyond the mainstream," "discover the undiscovered."
• •Foster Community in Your Language: Use inclusive and welcoming language. Address your audience directly (e.g., "your neighbourhood bookshop," "join our community"). Highlight events and local connections.
• •Let Passion Shine Through: Don't be afraid to show genuine enthusiasm for the books and authors you feature. Use evocative and engaging language that conveys a love for literature.
• •Adapt Tone to Platform, but Keep Values Core: While TikTok copy can be more informal and humorous than a website's "About Us" page, the underlying values (independence, curation, community) should always be present. The "why" behind the brand remains consistent.
• •Highlight Ethical Choices and Quality: Casually weave in mentions of ethical sourcing, support for local producers, and the quality/design-led approach when relevant. This reinforces the brand's integrity. For example, "Sip on locally roasted coffee while you browse books from groundbreaking indie presses."

Social Perception

Valued Community Hub, Haven for Unique Finds, Authentic & Passionate, Important Supporter of Indie Literature, Modern & Engaging, Resilient & DIY Spirit

Copy Examples

• •Headline: Tired of the Same Old Stories? So Are We. Body: At Dead Ink Bookshop, we’re a rebellion against the predictable. Dive into a world of indie-published gems you won’t find on every bestseller list. Your next favourite author is waiting. #BreakTheMainstream #IndieReadsLiverpool
• •Headline: More Than Books. It's Community. Body: Wander in, grab a locally roasted coffee, and discover stories that challenge and inspire. Dead Ink Bookshop: your neighbourhood haven for indie literature and good company. Events, talks, and a warm welcome always on tap. #SmithdownRoad #LiverpoolReads #IndieBookshop
• •Headline (TikTok/Instagram): Shelf Sabotage: We ONLY stock indie press brilliance. Body: Seriously, try finding these anywhere else. We dare you. 😉 Discover the wonderfully weird, the daringly different, and the voices the mainstream forgot. What hidden treasure will you unearth? #DeadInkBookshop #IndiePublishing #WeirdBooks #BookTokFinds
• •Headline: Read Different. Read Independent. Body: Every book at Dead Ink Bookshop is a choice – a choice to support creativity outside the corporate box. From groundbreaking fiction to thought-provoking non-fiction, all from indie presses. Shop with us and keep literature interesting. #SupportIndies #EthicalBooks #LiverpoolBookshop
• •Headline: Your Next Literary Adventure Starts Here. Body: Our shelves are packed with hand-picked titles from the most exciting independent publishers. Looking for something that’ll make you think, gasp, or see the world differently? Our team lives and breathes these books – come chat, we’ve got recommendations! #BookRecommendations #IndieLit #DeadInkLoves