Brand Tone

The prevailing tone of voice is magical, enthusiastic, and community-focused. The language is immersive, using phrases like "Enter a World full of Magic" and references to the wizarding world. The tone is friendly and inclusive, welcoming all "wizards" and fans into their community. On platforms like TikTok, the tone becomes more playful and informal while retaining the core magical theme.

Brand Values

• •Passion for Fandom
• •Authenticity
• •Community
• •Customer Experience
• •Accessibility

Best Practices

• •Create a Brand Lexicon: Develop a glossary of words and phrases that align with the brand. Include terms from the fantasy worlds you feature (e.g., "Muggles," "wizards," "witches," "spells," "potions," "enchanting," "magical"). Use this lexicon across all communications.
• •Adopt a Character Persona: Write all copy from the perspective of a friendly, knowledgeable, and passionate shopkeeper from a magical world. This persona should be enthusiastic and eager to share the magic with every customer.
• •Incorporate Storytelling: Don't just sell products; sell a piece of a story. Frame product descriptions with narrative flair. For example, a wand isn't just wood and a core; it's a tool for a "first-year student." A house-themed bag is what a "proud Ravenclaw would carry."
• •Speak the Fan Language: Use inside jokes, references, and popular hashtags from the fandom (e.g., #Potterhead, #SlytherinPride, #HogwartsIsHome). This shows authenticity and builds a stronger connection with the target audience.
• •Maintain Tone Across All Platforms: While the format and style may differ between TikTok videos and formal website descriptions, the core "magical, enthusiastic, and community-focused" tone must remain consistent to create a unified and immersive brand experience.

Social Perception

The public and customers perceive Emporio delle meraviglie as a specialized, passionate, and enchanting retailer. It is seen as the go-to destination in its local area for Harry Potter merchandise and a reliable source for fans online. The consistent use of magical themes and direct engagement with the fan community has cultivated a positive and loyal following. The brand successfully projects an image of a shop run by fans, for fans.

Copy Examples

• •Instagram Post (New Product): Image: A high-quality, atmospheric photo of new house-themed scarves laid out on a wooden table. Copy: "Winter is coming, and Hogwarts is getting chilly! Wrap up in the pride of your house. Our new, ultra-soft scarves have just arrived from Hogsmeade. Which house will you represent this season? Gryffindor, Hufflepuff, Ravenclaw, or Slytherin? Available now in-store and online. #HarryPotter #Hogwarts #HousePride #WizardingWorld"
• •Facebook Ad (Targeting Gift Shoppers): Image: A carousel of popular items: a wand, a Funko Pop figure, and a personalized Hogwarts letter. Headline: The Perfect Magical Gift Awaits! Copy: "Searching for a gift for the witch or wizard in your life? Don't rely on a Summoning Charm! From authentic wands to enchanting collectibles, find a treasure that will make them feel like they just won the House Cup. Shop now at Emporio delle meraviglie, where dreams come true. #HarryPotterGifts #Potterhead #MagicShop"
• •TikTok Video Script (Store Tour): Video: A fast-paced video tour of the store, starting at the entrance and panning over shelves of merchandise, set to a trending magical-sounding audio. On-screen text: "POV: You finally found Diagon Alley in Busto Arsizio. Look at all this magic! Wands... Potions... Robes... Your letter is here!" Caption: "Wizards welcome! Your magical journey starts here. Come visit us or tap the link in bio to shop online! ✨ #Diagonalley #HarryPotterShop #BustoArsizio #Pottertok"
• •Website Homepage Banner: Image: A beautifully lit shot of the store's interior, creating a sense of wonder. Text: "Your Letter Has Arrived. Step into a world of magic and discover the wonders of Hogwarts and beyond. Authentic products for true fans."
• •Community Engagement Instagram Story: Image: A graphic with the question "If you could cast ONE spell for the rest of your life, what would it be?" Tool: Use the "Poll" or "Question" sticker. Copy: "Let us know your signature spell! We're partial to 'Accio' for bringing all our favorite products closer. 😉 Share your choice and let's see which spell reigns supreme at the Emporio!"