Brand Tone

Authentic & Relatable, Upbeat & Energetic, Humorous & Banterous, Supportive & Community-Focused, Down-to-Earth & No-Nonsense, Proud & Passionate

Brand Values

• •Championing the Trade
• •Community
• •Authenticity
• •Quality
• •Hard Work
• •Practicality & Reliability
• •Sustainability

Best Practices

• •Speak Their Language: Use terminology, slang (appropriately), and humour that resonates with UK tradespeople. Avoid overly corporate or generic marketing speak.
• •Focus on "Us" vs. "Them": Position the brand as part of the trade community, not an outsider trying to sell to them. Emphasize shared values and understanding.
• •Keep it Real and Authentic: Avoid hype or exaggerated claims. Tradespeople appreciate honesty and straightforwardness. Let the quality of the product and the connection to Fix Radio speak for itself.
• •Inject Personality: Incorporate the station's known elements – banter, upbeat energy, and supportiveness – into product descriptions and marketing materials.
• •Highlight Quality and Durability: Connect the merchandise back to the values of the trade – goods that are built to last, reliable, and offer good value, just like their own workmanship.

Social Perception

By the Trade, For the Trade, Trusted Voice, Positive & Engaging, Growing Loyalty, More Than Just a Radio Station

Copy Examples

• •Headline: Built for the Grind. Worn with Pride. Body: Our new [Product Name] isn't just gear; it's a badge of honour. Tough enough for the site, comfy enough for knock-off. Made with top-notch materials because you don't do half-measures, and neither do we. Show your colours. Call to Action: Shop Now & Rep the Trade.
• •Headline: Off the Tools, Still On Brand. Body: Clocked off but still a legend? Yeah, we get it. The Fix Radio [Product Name] keeps you looking sharp and feeling good, whether you're pricing a job or grabbing a pint. Quality kit for quality trades. Call to Action: Get Your Exclusive Merch.
• •Headline: The Only Thing Better Than Listening to Fix Radio? Wearing It. Body: You power the nation, and Fix Radio powers your day. Now, get the gear that says it all. Our [Product Name] is made from [mention quality material, e.g., 100% organic cotton] – because only the best will do for the UK's finest. Call to Action: Kit Up Like a Proper Tradie!
• •Headline: Site-Ready. Banter-Approved. Body: This isn't just another [Product Name]. It's your new site essential. Designed for durability, comfort, and a bit of Fix Radio spirit. Ready for whatever the day throws at you – just like you are. Call to Action: Check Out the Latest Drops.
• •Headline: More Than Merch. It's a Statement. Body: Fly the flag for the UK's number one station for the trade. Our [Product Name] is crafted for the grafters, the fixers, the builders. Quality materials, proper comfort, and that Fix Radio stamp of approval. Call to Action: Wear Your Station Loud & Proud.