Brand Tone

The prevailing tone of the brand is nostalgic, authentic, and passionate, rich with historical details. Communication is geared towards a knowledgeable fanbase, using terms and references that resonate with mod culture enthusiasts. In newsletters and social media, the tone becomes more personal, community-focused, and educational.

Brand Values

• •Authenticity
• •Legacy & Heritage
• •Musical Craftsmanship
• •Independence
• •Community

Best Practices

• •Always Anchor in History: Every piece of copy should connect back to the brand's heritage. Whether promoting a new song or old merchandise, referencing a specific year, album, or cultural moment (e.g., "Mods Mayday '79") reinforces authenticity.
• •Speak the Language of the Mod: Use terminology that resonates with the target audience ("jangly guitars," "power pop," "Rickenbacker," "the faith"). This creates an immediate connection with knowledgeable fans and educates new ones.
• •Highlight Musical and Physical Quality: When selling products, focus on the details that matter to collectors and audiophiles. Mention vinyl weight, remastering details, source of the master tapes, and the quality of the print on merchandise.
• •Foster a Direct-to-Fan Relationship: Use inclusive language like "we," "you," and "our community." Frame the store and fan club as a direct line between the artist and the listener, cutting out the middleman.
• •Maintain a Consistent Visual and Textual Archive: Accompany posts with authentic archival photos, original sleeve art, and clippings from vintage music papers like the NME. This visual consistency reinforces the nostalgic and authentic tone established in the text.

Social Perception

Squire is widely perceived as a foundational, if underrated, band within the mod revival and power-pop genres. They are revered by a loyal cult following for their songwriting and authentic sound, praised for catchy tunes blending punk energy with '60s-inspired pop. Anthony Meynell is respected as an authority and original voice from the mod scene. Hilo Records is seen as the dedicated home for this legacy, serving fans with reissues and new material true to the band's origins. Live performances are well-received, noted for being tight and energetic, appealing directly to a dedicated mod audience.

Copy Examples

• •It’s 1979 all over again. We’re thrilled to announce the official reissue of 'Walking Down the Kings Road' on 7-inch vinyl, pressed by Hilo Records. We went back to the original master tapes to capture the raw, Rickenbacker-driven sound that defined a generation. This isn't just a record; it's a piece of mod history. Available now, exclusively from our official store.
• •Ever wonder how we got that sound on 'The Face of Youth Today'? It was all about pushing the TEAC 4-track to its limit in a home studio. The secret was in the bounce—layering harmonies and guitars just right to make them punch through. It’s that DIY spirit that fueled the mod revival. #Squire #ModRevival #StudioSecrets #70sMusic
• •Join the inner circle. The official Squire Fan Club isn't just an email list—it's your all-access pass to our archives. Get exclusive stories behind the songs, first dibs on limited edition merch, and enter competitions to win rare test pressings. This is for the dedicated few. Sign up today.
• •Wear the legacy. Our new premium tee features the iconic Squire target logo, inspired by our earliest gig posters from the Bridgehouse days. Clean, sharp, and 100% Mod. Available in classic black and navy. Get yours and keep the faith.
• •Get ready to go! We’re bringing the sounds of '79 back to the stage for one night only. Expect high-energy anthems, power-pop classics, and the tunes that started it all. The band is tight, the sound is loud, and the spirit is alive. Don't miss out—grab your tickets now and let's make it a night to remember.