Brand Tone

Inspirational, Passionate, and Accessible

Brand Values

• •Artistic Excellence
• •Authenticity
• •Connection and Community
• •Education and Generosity
• •Emotional Expression

Best Practices

• •Lead with Emotion and Story: Every piece of copy, from a product description to a social media post, should start with the "why"the emotion or story behind the music. Instead of "New Sheet Music Available," try "I wrote this piece after a walk through a rainy landscape..."
• •Use "I" and "You" to Foster Connection: Write as Jef Neve himself. Use a first-person narrative ("I composed," "I believe") and address the customer directly ("You can play," "I can't wait to hear your version"). This maintains the authentic, personal connection that is core to the brand.
• •Be Both Aspirational and Encouraging: Acknowledge the high level of artistry while making it feel attainable. Use words that inspire (e.g., "challenge," "discover," "masterpiece") but also words that encourage (e.g., "your journey," "step-by-step," "I'm here to help").
• •Incorporate the "Why" Beyond Music: Weave in the brand's core values. Mention the importance of connection, the joy of overcoming a challenge, or the philanthropic goals. This adds depth to the brand and shows it's about more than just selling products.
• •Maintain High-Quality Visuals: The brand's tone is professional and artistic. All accompanying visuals (photos, videos) should reflect this. Use clean, professional, and evocative imagery that matches the quality and emotional depth of the music itself. The existing social media and website visuals are a great benchmark.

Social Perception

Jef Neve is perceived as a world-class, innovative musician and composer. Critics and audiences alike praise his technical skill and the profound emotional depth of his work. He is seen as an artist who successfully merges classical and jazz traditions to create something new and exciting. His audience views him as both an inspiring figure and an accessible teacher. The brand "Jef Neve Scores" is therefore perceived as a trusted and high-quality source for challenging, yet rewarding, musical material directly from a celebrated artist. His engagement with charitable causes and his efforts to make music education available to a wider audience also contribute to a positive and respected social perception.

Copy Examples

• •Stop dreaming, start playing. I wrote my 'Start' collection because I believe the joy of playing the piano belongs to everyone. These 12 pieces will guide you, note by note, from the first touch to your first full song. Ready to tell your own story through music? Find the link in my bio to begin. #JefNeveScores #StartToPlay #PianoForBeginners #MusicJourney
• •Subject: New Music: Find the 'Solitude' and the Story Within Body: For me, 'Solitude' was never about being alone, but about the conversation between a father and son. It_s one of the most personal pieces I_ve ever written. Now, I_m sharing the complete, authentic score with you. It_s more than just notes on a page; it_s a story, a feeling, an intense emotion waiting for your interpretation. I can_t wait to hear how you make it your own. Discover 'Solitude' today. [Link to product]
• •Beyond the ordinary. For the pianist who seeks a challenge that speaks to the soul. My latest collection for advanced players, 'Play,' is a deep dive into the complex harmonies and intense rhythms that drive my compositions. This isn't just difficult music; it's a journey of emotional and technical discovery. Are you ready to push your boundaries? Explore the 'Play' collection. #JefNeve #AdvancedPiano #JazzPiano #ClassicalCrossover #SheetMusic
• •Music is the language that connects us all. From composing film scores to creating educational books, my goal is always the same: to share the stories and emotions that can only be expressed through sound. What story will you play today? #JefNeveScores #MusicConnects #PianoComposer
• •You're Not Alone on Your Musical Journey. When you purchase a score, you get more than just music. You get access to a community of fellow players and direct tips from me. Join the 'Jef Neve Scores Lovers' group on Facebook, share your progress, and let's grow together. Welcome to the family.