Brand Tone

passionate, knowledgeable, approachable, and community-oriented

Brand Values

• •Quality
• •Wide Selection & Discovery
• •Customer Experience & Service
• •Passion for Music & Vinyl Culture
• •Accessibility & Inclusivity

Best Practices

• •Speak from Passion: Let genuine enthusiasm for music and vinyl shine through. Use language that reflects a love for the art form (e.g., "warmth of vinyl," "ritual of listening," "killer track").
• •Be Human and Relatable: Avoid overly corporate or jargon-filled language. Write as if you're talking to a fellow music enthusiast. Share anecdotes, staff favourites, and engage with customer comments in a friendly, conversational manner.
• •Share Knowledge Generously: Offer insights about pressings, artists, or record care. This reinforces expertise without being condescending. Position the brand as a helpful resource for both seasoned collectors and newcomers.
• •Foster Community: Use inclusive language ("we," "us," "our community"). Encourage interaction by asking questions and highlighting customer experiences or finds (with permission). Promote in-store events or online discussions.
• •Maintain Authenticity and Honesty: Be transparent in descriptions, especially for used items (accurate grading is key). If there are delays or issues, communicate openly. This builds long-term trust, which is highly valued by the vinyl community.

Social Perception

Dutch Vinyl is generally perceived very positively by customers and the wider music community in Australia.

Copy Examples

• •Headline: Dive Deeper Than the Digital. Body: Rediscover the warmth, the art, the ritual. At Dutch Vinyl, every spin tells a story. Explore thousands of hand-picked new and used records in-store or online. What will you find today? #DutchVinylFinds #VinylCommunity
• •Headline: From Our Crates to Yours. Body: Our team lives and breathes music. That’s why every record, from rare European pressings to beloved classics, is chosen with care. Got a question or looking for a recommendation? We’re always up for a chat! Visit us in Melbourne & Brisbane or browse online. #RecordStoreLove #StaffPicks
• •Headline: More Than Just a Record Store. It’s a Vibe. Body: Step into Dutch Vinyl and feel it – the buzz of discovery, the shared passion for great music, the killer sound system. We’re your local spot for digging, discovering, and connecting. Come hang out. #DutchVinylExperience #MusicLovers
• •Headline: Your Next Favourite Album is Waiting. Body: Whether you're chasing that elusive pressing or just starting your vinyl journey, our shelves (both physical and digital!) are packed with treasures. Quality grading you can trust, and new arrivals landing weekly. Let the hunt begin! #NewVinyl #UsedRecords #VinylCollection
• •Headline: Got Records to Sell? We Give Them a Good Home. Body: Downsizing your collection or found some old gems? We offer fair prices for quality vinyl. It’s a simple, friendly process. Turn your pre-loved records into cash or store credit for your next musical adventure. Contact us for a chat! #SellVinyl #RecordCollectors