Brand Tone

Welcoming and Community-Focused, Passionate and Enthusiastic, Whimsical and Enchanting, Knowledgeable and Curated, Playful and Humorous (on TikTok), Articulate and Story-Driven

Brand Values

• •Community
• •Passion for Physical Books
• •Old-Fashioned Quality and Creative Ideas
• •Support for Local Authors
• •Ethical and Sustainable Practices
• •Customer Experience and Service
• •Inclusivity and Connection
• •Adventure and Lifelong Learning

Best Practices

• •Embrace Storytelling: Frame messages around the experience and the "why" behind Harry Hartog, not just the "what." Use evocative language that paints a picture of a welcoming, enchanting space.
• •Champion Community: Consistently highlight the community aspect, whether it's local author support, in-store events, or the shared love of reading. Use inclusive language like "your community bookshop."
• •Infuse Passion: Let genuine enthusiasm for books and reading shine through. Use descriptive and emotive words that convey a love for literature and discovery.
• •Maintain a Human Touch: Even in online communications, reflect the friendly, knowledgeable, and approachable nature of the in-store staff. Personal anecdotes or bookseller recommendations can achieve this.
• •Adapt to the Platform, but Stay True to Core Values: While TikTok copy can be more playful and trend-driven, ensure it still aligns with the overarching values of community, passion for books, and offering a unique experience. The core message of being a "meeting place" should subtly underpin all communications.

Social Perception

Highly Positive, More Than Just a Bookstore, Aesthetically Pleasing and Inviting, Knowledgeable and Friendly Staff, Unique and Desirable Products, Engaging Online Presence

Copy Examples

• •Step out of your world and into ours. At Harry Hartog, every shelf holds a new adventure, every corner a quiet comfort. More than a bookshop, we're a haven for story lovers and curious minds. Come find your next journey. #HarryHartog #CommunityOfReaders
• •The wait is over! [Book Title] has landed at Harry Hartog, ready to whisk you away. Our booksellers are already buzzing about this one – come grab your copy and let us know where it takes you. #NewRelease #BookwormAdventures #HarrysPicks
• •Meet the brilliant mind behind the magic! Join us for an evening with [Author Name] on [Date] at [Time] in our [Location] store. A chance to connect, discover, and celebrate the stories that shape us. Your community bookshop awaits. #AuthorEvent #LocalTalent #BookishCommunity
• •Beyond the pages, find the perfect token. Our curated collection of gifts, stationery, and whimsical wonders are chosen with the same care as our beloved books. For the reader, the writer, the dreamer in your life. #UniqueGifts #ThoughtfulGiving #HarryHartogFinds
• •Your 'to-be-read' pile called, it's feeling a bit lonely... 😉 We've got just the thing (or ten) to keep it company! Pop into Harry Hartog, where book buying bans are merely a suggestion. 📚 #BookTok #NeverEnoughBooks #BookstoreAdventures #HarryHartog