Brand Tone

Friendly, Welcoming, Enthusiastic, Passionate, Inclusive, Playful, Community-Focused

Brand Values

• •Community: Creating a space for people to come together, play, and socialize.
• •Inclusivity & Welcomeness: Ensuring everyone feels safe and accepted, regardless of gaming experience, age, or background. This is a core part of their identity.
• •Fun & Play: Providing an enjoyable and entertaining experience centered around board games.
• •Discovery & Exploration: Offering a vast library of games for people to try new things and step outside their comfort zones.
• •Quality Experience: From a diverse drink selection (including many non-alcoholic options) to a growing food menu and knowledgeable, friendly staff.
• •Local Support: Highlighting local draft beers and being a "Friendly Local Game Store."

Best Practices

• •Embrace Enthusiasm: Use vibrant language, exclamation points (judiciously), and a genuinely excited tone when talking about games, events, and the community. Let your passion shine through.
• •Prioritize Inclusivity: Always use welcoming and open language. Explicitly state that all are welcome. Ensure visuals and messaging reflect diversity. Avoid jargon that might alienate newcomers; explain game concepts simply if needed.
• •Keep it Playful & Engaging: Incorporate game-related puns or metaphors where appropriate. Ask questions to encourage interaction on social media. Keep the language light-hearted and fun, even when informative.
• •Be Authentically Friendly: Write as if you're talking to a friend. Use contractions (e.g., "we're," "it's") for a more conversational feel. Address your audience directly (e.g., "you," "your crew").
• •Focus on the "Why": It's not just about playing games; it's about connection, fun, discovery, and community. Weave these underlying values into your copy to resonate on a deeper level than just the products/services offered. Remind people of the experience they get at House Rules Lounge.

Social Perception

Positive, A Great "Third Place", Good for All Skill Levels, Value for Money, Responsive & Growing, Inclusive and Safe Space

Copy Examples

• •Tired of the same old night out? Roll the dice on something new! House Rules Lounge: 600+ games, delicious drinks, tasty bites, and endless fun. Your adventure awaits! #GameNight #GrandRapids #HouseRulesLounge
• •Think you've got the brains? 🧠 Prove it at House Rules Trivia Night! Gather your fellowship, grab a craft beer (or a magical mocktail!), and battle for glory (and bragging rights!). Every Monday at 7 PM. All knowledge levels welcome!
• •🚨 New Game Alert! 🚨 We just unboxed [Game Name] and it's EPIC! Be one of the first to conquer it this weekend. Our game gurus are ready to teach you the ropes. Who's in? #BoardGames #NewRelease #PlayWithUs
• •At House Rules Lounge, everyone gets a seat at the table. ❤️ Whether you're a seasoned strategist or just curious, a solo player or with your whole crew – come as you are! We're more than a game lounge; we're your community. #AllWelcome #GrandRapidsCommunity #SafeSpace
• •Fuel your quest! 🍔🍺 Our new kitchen is cookin' up some serious 'nom noms' to go with your favorite games and our awesome selection of local brews & creative cocktails. Game on, snack on! #Foodie #BoardGameBar #EatLocalGR