Brand Tone

Passionate, knowledgeable, and community-oriented, with a professional yet approachable and friendly demeanor.

Brand Values

• •Quality & Excellence
• •Customer Experience & Service
• •Expertise & Passion for Music
• •Community Focus
• •Adaptability & Growth

Best Practices

• •Emphasize Passion and Expertise: Use enthusiastic language when describing instruments and services. Share details that showcase deep product knowledge (e.g., "select-grade Hawaiian koa," "V-Class bracing architecture"). Always sound like a fellow musician who genuinely loves gear.
• •Maintain a Helpful and Approachable Voice: Even when discussing high-end or technical products, keep the language accessible. Use phrases like "we're here to help," "our experts can guide you," and ensure a friendly tone in customer interactions online.
• •Highlight Quality and Craftsmanship: Use descriptive adjectives that convey the premium nature of the products (e.g., "uncompromising quality," "breathtaking aesthetics," "finest tonewoods"). This reinforces the value customers receive.
• •Foster a Sense of Community: Refer to the store's history, its role in the local music scene, and address customers as part of a broader musical family. Share stories or customer spotlights when possible.
• •Be Authentic and Genuine: Avoid overly corporate or salesy language. Let the passion for music and the genuine desire to help musicians shine through in all communications. The story of the owner's first Taylor guitar is a good example of authentic connection.

Social Perception

Trusted Local Music Hub, Guitar Authority, Especially for Taylor, Provider of High-Quality Instruments, Knowledgeable and Helpful Staff, Modern and Evolving

Copy Examples

• •Headline: Find Your Voice. Explore Our Taylor Guitar Showroom. Body: Step into a world of unparalleled craftsmanship. As a premier Taylor Guitars dealer, Haggerty's Music invites you to experience the rich tones and exceptional playability that only a Taylor can offer. Our experts are here to guide you to the perfect instrument that speaks to your soul. Visit us or browse online.
• •Headline: More Than a Music Store. It's a Music Experience. Body: Since 1963, Haggerty's Music has been the heart of the Black Hills music scene. From your first chord to your custom dream guitar, we provide world-class instruments, expert advice, and a passion for helping you make music. Discover the Haggerty's difference.
• •Headline: Keep Your Axe Sharp. Expert Repairs, Trusted Hands. Body: From vintage restorations to essential setups, our certified technicians treat every instrument with the care it deserves. Specializing in fretted, orchestral, and band instruments, we ensure your gear performs at its peak. Don't let a buzzing fret silence your song.
• •Headline: New Arrival Alert! This [Guitar Model] Won't Last Long. Body: (Image/Video of a new, high-demand guitar) Just unboxed: the [Guitar Model] in [Finish]. With its [Key Feature 1] and [Key Feature 2], this beauty is built for players who demand the best. Our team is already buzzing about its incredible [Tone/Playability Aspect]. Be the first to make it yours. Shop now or get in touch!
• •Headline: From Local Roots to Nationwide Notes. Body: Haggerty's Music delivers passion and expertise right to your door. Whether you're in Rapid City or across the country, experience our curated selection of fine instruments and dedicated customer service that has defined us for decades. Your musical journey starts here.