Brand Tone

passionate, expert, welcoming, professional, personal, technical, reverent, conversational, and inviting

Brand Values

• •Craftsmanship and Quality
• •Expertise and Trust
• •Customer-Centricity
• •Passion for Music

Best Practices

• •Lead with Passion: Start with the "why" before the "what." Use words that convey enthusiasm, artistry, and a love for music. The tone should always feel like it's coming from a fellow musician, not just a retailer.
• •Anchor in Expertise: Back up passionate claims with tangible proof of expertise. Mention years of experience, specific techniques (like roasting woods), and a deep understanding of instrument mechanics to build trust and authority.
• •Use "Welcoming" Language: Employ inclusive and friendly phrases like "welcome home," "friend for life," and "let's build it together" to make the brand feel approachable and community-oriented, reinforcing the customer-centric value.
• •Tell the Story of the Craft: Focus on the process and the materials. Describe the wood, the feel of the neck, and the purpose behind a specific design choice. This elevates the product from a simple commodity to a piece of functional art.
• •Maintain a Consistent Voice Across Platforms: While the format may change (e.g., short Instagram captions vs. detailed website copy), the core tone—passionate, expert, and welcoming—should remain the same. The voice in a casual YouTube video should feel like it belongs to the same brand as the detailed description of a custom build.

Social Perception

High-end, expert luthier and trustworthy dealer, seen as the go-to experts for serious guitar work and custom builds, known for unparalleled knowledge, reliability, and high-quality service.

Copy Examples

• •It all starts with the wood. Before the strings, before the pickups, there's a conversation between luthier and timber. We're shaping more than a guitar; we're building your voice. What does your dream guitar sound like? Let's build it together. #FoucheGuitars #CustomGuitar #Luthier #Handcrafted
• •Your favorite guitar deserves more than a quick fix. It deserves an expert's touch. With over 30 years of experience, we diagnose, repair, and set up your instrument with the precision it was made for. Bring it home to Fouche Guitars and feel the difference. #GuitarRepair #Luthier #GuitarSetup #PlayBetter
• •Peace of Mind is Included. Every pre-owned instrument at Fouche Guitars is hand-inspected, fully serviced, and set up for perfect playability. Shop our curated collection of used and vintage gear with complete confidence. #VintageGuitar #UsedGear #GuitarShop #Fender #Gibson
• •We're not just builders; we're players. Fouche Guitars was born from a simple idea: that a guitar should be as unique as the person playing it. It’s a family passion built on decades of experience, dedicated to helping you find, create, or perfect your sound. Welcome home. #FoucheGuitars #FamilyBusiness #Craftsmanship
• •Single-coil or Humbucker? Alnico V or Ceramic? The world of pickups is deep, and we're diving in! In this video, Grant breaks down what makes each type unique to help you find your tone. What pickups are you playing? Let us know in the comments! #GuitarPickups #KnowYourTone #GuitarTalk