Brand Tone

Expert, Passionate, and Approachable.

Brand Values

• •Expertise and Honesty
• •Passion for Music
• •Customer-Centric Service
• •Quality and Trust
• •Community

Best Practices

• •Lead with Passion and Expertise: Every piece of copy should reflect a genuine love for music and a deep understanding of the instruments. Use phrases that show you are musicians serving musicians (and aspiring ones).
• •Maintain an Approachable, Mentoring Tone: Write as if you are giving friendly, expert advice. Use "we" to foster a sense of a dedicated team. Address the customer directly with "you" and focus on their needs and musical journey.
• •Emphasize "The Right Piano for You": This core promise should be a recurring theme. It reinforces the brand's customer-centric and honest approach, differentiating it from sales-focused competitors.
• •Highlight the Human Element: Continue to mention that the staff are musicians, educators, and music lovers. The story of the founder, Stewart Kelly, is a powerful asset that should be woven into the brand narrative.
• •Focus on Benefits, Not Just Features: Instead of just listing specs (e.g., 'polyphony count'), explain what that feature means for the player ('...so every note of a complex classical piece can ring out clearly'). Translate technical details into the emotional and practical experience of playing the piano.

Social Perception

Highly Trusted and Respected Authority.

Copy Examples

• •The Touch of a Grand, The Soul of a Studio. Introducing the new Roland LX series. We believe a piano should be an extension of your musical expression. That's why our team of musicians has been eagerly awaiting this arrival. With its authentic touch and immersive sound, the LX series doesn't just mimic an acoustic piano; it inspires new creativity. Come in and experience it for yourself. Let's talk about what makes it so special.
• •A Story in Every Key. This beautiful pre-loved Kawai upright has been meticulously prepared by our technicians to sing again. It carries a rich, warm tone that only time can create. We see ourselves not just as a store, but as custodians of these magnificent instruments. Swipe to hear its voice and visit our site to learn its story. #HouseOfPianos #PianoLove #MelbourneMusic
• •Give Them More Than an Instrument. Give Them a Lifelong Passion. Choosing your child's first piano is a special moment. Our mission is to offer honest, expert advice to help you find an instrument that nurtures their talent without breaking your budget. From durable digital pianos with learning features to quality acoustic uprights, we're here to guide you. No pressure, just a passion for music we love to share.
• •We're Musicians First. Since 2014, House of Pianos has been more than a shop; it's a mission founded by pianist Stewart Kelly. We don't just sell pianos. We listen, we advise, and we share our passion to connect you with the instrument that will become the heart of your home or studio. Your musical journey is our priority.
• •Find Your Perfect Sound This Autumn. As the seasons change, it's the perfect time to bring new music into your life. For a limited time, we have special pricing on select Kawai and Casio models. Whether you're a seasoned performer or a budding beginner, our team of passionate musicians is here to help you find the perfect piano for your needs and budget. Explore the collection online or visit our South Melbourne showroom for a personal consultation.