Brand Tone

Passionate, specialized, and direct, speaking the language of DJs and electronic music aficionados; functional, product-focused, and expert-driven.

Brand Values

• •Curation and Specialization
• •Quality
• •Community Focus
• •Efficiency and Reliability
• •Passion for the Craft

Best Practices

• •Speak the Language of the Scene: Use terminology that resonates with DJs and electronic music fans (e.g., "crates," "pressings," "white labels," "selectors," "cuts"). This builds authenticity.
• •Keep it Focused and Direct: Avoid generic marketing fluff. The copy should be clear, concise, and centered on the music and the product. The audience values efficiency and expertise, not hype.
• •Lead with Passion: Reinforce the "love" in I Love Vinyl. Whether it's a new release or a classic reissue, the copy should convey a genuine excitement for the music.
• •Emphasize Curation and Quality: Frame the inventory not just as products for sale, but as a "selection" or "collection" that has been carefully chosen. This highlights the brand's expert value.
• •Be Consistent Across All Touchpoints: From email subject lines to website banners and product descriptions, the passionate, expert, and direct tone should be uniform, reinforcing the brand's identity at every step.

Social Perception

Overwhelmingly positive, perceived as a go-to, reliable, and expert source for electronic music on vinyl, highly respected by its niche audience for fast shipping, excellent packaging, vast and high-quality selection, fair pricing, and excellent customer service.

Copy Examples

• •Fresh Cuts: The Latest from the Underground. We've just dropped a new batch of must-have tracks. From deep house grooves to driving techno, these are the records you'll have on repeat. Hand-picked for selectors who know. Explore the new arrivals now.
• •Second Chance: It's Back. You asked, we listened. That essential pressing you missed out on is back in stock. Quantities are limited, so don't let it slip away again. Secure your copy.
• •The Enduring Power of Chicago House. Dive deep into the roots. Our latest feature explores the raw energy and soulful foundations of Chicago House. We've curated a collection of seminal classics and new interpretations that belong in every serious collection. Spin the history.
• •For the Record. I Love Vinyl isn't just a name—it's our mission. We're a team of dedicated DJs and collectors committed to bringing you the best electronic music on wax. We curate, we care, and we deliver. Because we live for this.
• •Build Your Crate: Free Shipping on Orders Over 100. Stock up on the essentials. Load your cart with over 100 of the finest vinyl and we'll handle the shipping. It's that simple. Start digging.