Brand Tone

Enthusiastic & Passionate, Friendly & Approachable, Humorous & Playful, Knowledgeable & Authoritative, Community-Focused, Authentic & Down-to-Earth

Brand Values

• •Passion for LEGO®
• •Community Engagement
• •Customer Experience
• •Authenticity
• •Specialization & Variety
• •Supporting Local Business
• •Fun & Enjoyment

Best Practices

• •Embrace the Enthusiasm: Always write with genuine excitement and passion for LEGO®. Use exclamation points where appropriate and convey a love for the product.
• •Keep it Personal and Approachable: Use "we," "us," and address the audience directly ("you"). Refer to Rick and Caroline by name occasionally to reinforce the personal connection. Avoid overly formal or corporate language.
• •Inject Humor and Pop Culture (Appropriately): Don't be afraid to use playful language, puns, or relevant (and tasteful) pop culture references, much like the brand name itself. This makes the content more engaging and memorable.
• •Be a Community Voice: Frame messages to encourage interaction, sharing, and discussion. Ask questions, run informal polls, and celebrate customer creations. Highlight the "AFOL" (Adult Fan of LEGO) and "KFOL" (Kid Fan of LEGO) aspects.
• •Show, Don't Just Tell (Your Knowledge): Instead of just saying you're knowledgeable, weave in interesting facts about sets, building tips, or LEGO® history naturally within your copy when relevant. This subtly reinforces expertise without being boastful.

Social Perception

Trusted LEGO® Experts, Community Hub, Unique & Memorable, Dedicated & Hardworking, Fair & Competitive, Friendly & Personal

Copy Examples

• •Holy Brick Cannoli! 🎉 Look what just landed at I'm Rick James Bricks! The brand-new [LEGO® Set Name] is IN THE HOUSE and ready to be built into your next masterpiece. Get yours before they vanish like a minifig in a carpet! 😉 Shop now: [Link]
• •Alright, brick fanatics! What's on your build table this weekend? Show us your LEGO® WIPs (Works In Progress) in the comments below! Bonus points for creativity and making us chuckle. Let's see those awesome creations! #ImRickJamesBricks #LEGOCommunity #WeekendBuilds
• •Wait for it... 🤩 We just got a MASSIVE haul of retired LEGO® sets, and unboxing this is like an archaeological dig... but with more awesome! Full reveal on YouTube soon, but here's a sneak peek. 😉 Who's ready for some vintage brick goodness? #LEGO #ImRickJamesBricks #LEGOHaul #EverythingIsAwesome #Pakenham
• •We're Rick and Caroline, and to say we love LEGO® is an understatement – it's a way of life! I'm Rick James Bricks started from a massive collection and a (gentle) nudge from Caroline to 'make a job out of it'. Now, we get to share our passion with you every day, offering everything from the latest sets to those hard-to-find gems. Come say hi, talk bricks, and find your next awesome build!
• •Fuel your LEGO® passion without emptying your Gringotts vault! 🧙‍♂️ Our latest deals are here, packed with [Discount Percentage/Offer] on select sets. Rick's even done his 'happy brick dance' seeing these prices. Don't miss out – these offers are more fleeting than a Niffler with a shiny object! Shop the sale: [Link] #ImRickJamesBricks #LEGOSale #BrickDeals