Brand Tone

Friendly, approachable, community-focused, knowledgeable, passionate, and on platforms like TikTok, humorous and playful.

Brand Values

• •Community
• •Quality and Expertise
• •Customer Service & Experience
• •Passion for Angling

Best Practices

• •Always Lead with "Community First": Whether it's an online post or an in-store event, frame the communication around the collective passion for angling. Use inclusive language like "we," "us," and "our angling family."
• •Balance Expertise with Approachability: Showcase deep product knowledge without being intimidating. Pair technical specs with practical advice and a friendly, open invitation for questions.
• •Embrace Visual Storytelling: Consistently use high-quality photos and videos that reflect the brand's values cleanliness, quality, and a passion for fishing. Feature staff and customers (with permission) to reinforce the community feel.
• •Stay Playful on Appropriate Platforms: Continue using humor and trending content on TikTok to build a relatable and modern brand personality, but maintain a more professional, yet still friendly, tone on Facebook and the website.
• •Highlight the "Family-Run" Aspect: Regularly mention the brand's heritage as a family business. This is a powerful differentiator that builds trust and a personal connection with customers.

Social Perception

Significant and welcome addition to the Lincolnshire angling scene; viewed as a large, well-stocked, professional yet friendly, family-run enterprise. Credible, top-tier, exceptionally clean, and well-organized tackle shop, appealing to a diverse age range of anglers through modern social media presence.

Copy Examples

• •From Our Family to Yours: The Gear That Gets the Bite. As a family-run business, we know that fishing is more than a hobby it's a passion passed down through generations. That's why we stock only the best, from Trakker to Wolf International. Come in and feel the difference passion makes.
• •The cleanest shop, the latest gear. ✨ We're obsessed with quality, right down to the shine on our shelves. Just landed: the new Sonik Xtractor+ 5000. Ready for its new home? #DereksAngling #TacklePerfection #CarpGear
• •You asked. We delivered. The freshest bait in the game is back in stock!
• •Calling all anglers! 📣 We're planning our next community event and want to hear from YOU. What would you like to see? A guest talk from a pro? A casting competition? Drop your ideas below and let's make it happen together! #AnglingCommunity #Horncastle
• •Don't Just Fish. Fish with the Best. Hi [Customer Name], At Derek's Angling, we believe every cast counts. That 's why we pride ourselves on offering the widest selection of premium tackle in Lincolnshire. From the toughest lines to the most sensitive alarms, find everything you need to make your next trip a success. P.S. We're told our shop is the cleanest in England - come see for yourself!