Brand Tone

Personable, passionate, and community-focused, aiming to communicate like a fellow collector who understands the hobby's passion.

Brand Values

• •Community
• •Passion
• •Quality
• •Personal Connection

Best Practices

• •Maintain the Passionate Voice: All copy should reflect a genuine enthusiasm for the Pokémon TCG. Use language that resonates with collectors, referencing specific sets, characters, and collecting milestones.
• •Prioritize Community Language: Frame communications around "we," "us," and "our community." Encourage interaction and make customers feel like they are part of the Mr. Collect family.
• •Be Transparent and Personable in Customer Service: Acknowledge and address the negative feedback regarding shipping and communication head-on. A friendly and apologetic tone, combined with a clear action plan for improvement, can help rebuild trust. The personal "Ben" persona should be leveraged here.
• •Show, Don't Just Tell, Your Values: Instead of just saying you're a community hub, regularly feature customer stories, event photos, and user-generated content (with permission). This provides social proof of your brand values.
• •Ensure Consistency Across All Channels: The friendly, collector-centric tone used on the website and YouTube should also be present in email communications, social media replies, and any marketing materials. This creates a cohesive and recognizable brand identity.

Social Perception

Mr. Collect is perceived as a legitimate and passionate retailer with a good product selection, especially valued by the German Pokémon community for its physical store and owner's personal involvement. However, its online operations suffer from consistent criticism regarding slow shipping and poor communication, leading to a perception of unreliability for online orders despite its community-focused values.

Copy Examples

• •Your collection deserves the best. Introducing the new Platin Benters Protection binder – designed by collectors, for collectors. Keep your treasured cards safe and organized in style. Available now in-store and online. #PokemonTCG #CardProtection #MrCollect
• •The weekend is for battles! Grab your deck and head down to our Chill Area at Mr. Collect. Trade, play, and connect with fellow trainers. We're more than a store; we're a community. #PokemonCommunity #Wegberg #MrCollect
• •Gotta catch these deals! For a limited time, get 15% off all 'Sword & Shield' booster packs. Complete your collection and find that chase card you've been looking for. #PokemonCards #SpecialOffer #MrCollect
• •Ever wondered how we get your cards from our shelves to your hands? In this video, Ben walks you through our entire packing and shipping process. We're always working to improve and get your orders to you safely and quickly. #Pokemon #SmallBusiness #MrCollect
• •Get your trade binders ready! Our monthly Trade Day is this Saturday. Discover rare cards, make new friends, and celebrate the hobby with us. See you there! #PokemonTrade #CommunityEvent #MrCollect