Brand Tone

Knowledgeable and Passionate, Traditional and Community-Oriented, Direct and Value-Focused.

Brand Values

• •Legacy and Heritage
• •Accessibility to Reading
• •Curation and Selection
• •Community Service

Best Practices

• •Lead with Passion, Not Just Product: Frame copy around the love of reading and discovery. Instead of "We sell books," use phrases like "We help you find your next story" or "Home for Delhi's book lovers."
• •Embrace the Heritage: Consistently reference the brand's long history (e.g., "A Delhi tradition since 1978," "Four decades of bookselling"). This is a key differentiator from newer online-only retailers.
• •Be the Knowledgeable Friend: Use a tone that is authoritative yet approachable. Share "staff picks," "underrated gems," or create posts explaining different genres to reinforce expertise and build trust.
• •Create a Community Hub: Use hashtags like #MidlandReads to encourage user-generated content. Ask questions in posts (e.g., "What's on your reading list?") to foster interaction and make followers feel part of the Midland community.
• •Bridge the Physical and Digital: Use the online presence to celebrate the physical stores. Share photos of the iconic, book-filled aisles and the family members who run the shops. This humanizes the brand and turns potential negatives (like a "cramped" space) into a charming positive ("cozy and packed with treasures").

Social Perception

A cherished institution for many, seen as a place of discovery with knowledgeable staff. Physical stores have a mixed perception, being charmingly chaotic for some, but disorganized for others. Acknowledged for its wide variety, though pricing can be questioned by modern consumers.

Copy Examples

• •Escape to a new world. From epic sagas to magical realism, your next great adventure is waiting on our shelves. What genre is calling to you this week? #MidlandReads #NewArrivals #FantasyBooks #BookstoreOfIndia
• •More Than a Bookstore. A Legacy of Reading. Since 1978, we've connected readers with stories. Explore our curated collection and enjoy 20% off, always.
• •From Tokyo to Delhi, the adventures are limitless. Dive into the world of manga with our huge collection of titles. Find your next favorite series at Midland. #MangaIndia #GraphicNovels #MidlandBookShop
• •A Recommendation From Our Booksellers + New & Notable Titles
• •Delhi's legendary family-run book shop since 1978. Spreading the joy of reading, one book at a time. Visit us in-store or shop online. #MidlandIndia