Brand Tone

Community-Minded Traditionalist: Warm and Welcoming, Passionate and Knowledgeable, Nostalgic and Proud, Authentic and Down-to-Earth.

Brand Values

• •Heritage & Legacy
• •Community Engagement
• •Curation & Quality
• •The Power of the Physical Book
• •Family

Best Practices

• •Always Weave in the Heritage: In marketing copy, subtly reference the store's long history (e.g., "A tradition since 1907," "For four generations..."). This is your strongest unique selling proposition and builds immediate trust and authority.
• •Use "Community" as a Keyword: Frame events, promotions, and posts around the concept of community. Use words like "your local bookshop," "our Wairarapa readers," and "together" to reinforce the store's role as a local hub.
• •Maintain a Personal, Familial Voice: Write as if a friendly, knowledgeable family member is speaking. Use "we" and "our" to refer to the store. When responding to comments, be warm, personal, and engaging, just as you would in person.
• •Champion the Physical and the Local: Emphasize the experience of visiting the store and the value of a physical book. Prioritize promoting New Zealand authors and local stories to underscore your connection to the region and support for the national literary scene.
• •Balance Prestige with Accessibility: When promoting high-end collectible books, use language that conveys quality and rarity ("treasure," "hand-crafted," "collectible"). However, ensure the overall brand voice remains welcoming and unpretentious, reminding customers that you have books for everyone, from children to casual readers.

Social Perception

A Local Institution; Beloved and Respected; A Destination for Booklovers; Resilient and Enduring.

Copy Examples

• •Some stories are passed down, just like bookshops. For 118 years, we've had the joy of placing books like this into the hands of children, parents, and grandparents. What was the first book you remember loving? Share a memory with us below! #HedleysBooks #GenerationsOfReaders #WairarapaReads #Legacy
• •It's more than a festival, it's our community's story. Join us for Yarns in Barns! We're so proud to bring Wairarapa's readers and writers together once again. Come celebrate the magic of storytelling, meet your favourite NZ authors, and be part of the tradition. See the full schedule and book your spot. [Link] #YarnsInBarns #CommunityHub #NZBooks #Masterton
• •History in Your Hands. Explore our curated collection of rare and signed editions from Genesis Publications. The ultimate treasure for the discerning collector. [Shop Now] #RareBooks #SignedEditions #BookCollectors #Since1907
• •A Story for Your Weekend from Hedley's ☕
• •Our Family's Picks for Your Family. For over a century, matching people with the perfect book has been our passion. Ask us for a recommendation—we'd love to help you find your next great read. #FamilyOwned #Booklovers