Brand Tone

Passionate, Enthusiastic, Welcoming, Inclusive, Knowledgeable, Authentic, Community-Oriented, Friendly, Resilient, Enduring, Classic & Traditional

Brand Values

• •Love for Music
• •Inclusivity
• •Community Spirit
• •Inspiration
• •Customer Experience
• •Legacy & Heritage
• •Independence

Best Practices

• •Emphasize "Music Without Borders" in its Inclusivity: Continuously reiterate that MUG welcomes everyone, from absolute beginners to seasoned professionals. Use language that is approachable and avoids overly technical jargon unless explaining something specific where clarity is key.
• •Share Stories and History: Leverage the rich history of MUG. Share anecdotes (like the Jimmy Page story, if verifiable and appropriate), highlight long-term customer relationships, and talk about the store's evolution. This builds authenticity and connection.
• •Foster Community in All Communications: Whether on social media, newsletters, or in-store signage, use a conversational and inviting tone. Ask questions, encourage interaction, and feature local musicians or customer stories (with permission).
• •Let Passion Shine Through: The copy should always reflect a genuine love and enthusiasm for music. Use vivid language when describing instruments or the joy of playing. Staff bios could also highlight their musical backgrounds and passions.
• •Maintain a Human Touch, Even Online: While an e-commerce presence is vital, ensure the friendly, knowledgeable, and slightly "organized chaos" charm of the physical store translates online. Use warm language, respond personally to comments/queries where possible, and perhaps even virtual store tours or staff picks to mimic the in-store discovery experience.

Social Perception

Iconic Local Institution, Musician's Haven, Supportive of the Music Scene, Generally Positive, with some concerns

Copy Examples

• •Headline: More Than Just a Music Store. It's Gothenburg's Beat Since '73. Body: From your first chords to your next tour, MUG - Musik Utan Gränser is here. We're not just selling instruments; we're fueling a lifelong passion for music. Step into a legacy. Find your sound.
• •Headline: Your Sound. Your Sanctuary. Body: At MUG, every musician is family. Whether you're a beginner finding your rhythm or a pro gearing up, experience a place where music truly knows no borders. Explore our collection and feel the difference.
• •Headline: Feel the Music, Don't Just Click It. Body: In a world of endless scrolling, MUG offers a real connection. Come in, pick up that guitar, feel the keys, and talk to people who live and breathe music. Rediscover the joy of the tangible.
• •Headline: 50 Years of Sound Waves & Good Vibes. Body: MUG - Musik Utan Gränser has been the heart of Gothenburg's music scene for half a century. We're proud to be your trusted source for quality instruments and a place where musical journeys begin and flourish. Here's to the next 50!
• •Headline: Got Passion? We’ve Got Gear. And Good Advice. Body: From vintage treasures to the latest innovations, MUG is packed with everything you need to make your musical dreams a reality. Our team of musicians is ready to help you find the perfect fit. Let's talk music!