Brand Tone

Enthusiastic, Informal, Product-Focused, Slightly Humorous/Playful

Brand Values

• •Passion for Collectibles and Niche Interests
• •Customer Focus
• •Authenticity/Being "Real"
• •Fun and Excitement
• •Individual Expression

Best Practices

• •Embrace the "Collector's" Voice: Write as if you're talking to a fellow enthusiast. Use language that resonates with fans of specific genres or franchises. Understand and use relevant in-jokes or community terms where appropriate (but avoid overdoing it to alienate newcomers).
• •Keep it Real and Direct: Avoid overly corporate or stuffy language. Be straightforward, a little informal, and don't be afraid to show personality, in line with their "Enough bullshit for now" statement.
• •Inject Enthusiasm and Fun: Let the passion for the products shine through. Use exclamation points (sparingly), vibrant adjectives, and a generally upbeat tone. Connect with the excitement of collecting and gaming.
• •Focus on "Me" (The Customer): Consistently bring it back to the customer's individual "craze" or passion, reinforcing the brand motto. Frame benefits around how products enhance their collection, enjoyment, or self-expression.
• •Develop a Style Guide with "MyCraze-isms": Create a simple document outlining key phrases (like "It's all about me/you," "Find your craze"), words to use, words to avoid, and the desired level of informality. This will help ensure consistency across all writers and platforms.

Social Perception

Seen as a Legitimate Retailer, Go-To for Geeks and Collectors, Appreciation for Wide Product Range, Family-Run and Australian-Owned

Copy Examples

• •Headline (Website Banner): "Your Next Obsession Awaits. Dive into MyCraze - It's All About What YOU Love!"
• •Social Media Post (New Product): "Heads up, collectors! 🤘 The latest [Product Name] just dropped and it's pure awesome. Grab yours before they vanish – you know the drill. #MyCraze #[ProductName] #Collectibles #[RelevantFranchise]"
• •Email Subject Line (Promotion): "Unleash Your Inner Geek! 🤓 Our [Discount]% Off [Category] Sale is ON!"
• •Product Description Snippet: "Forget boring. This isn't just a [Product Type], it's a statement. Crafted for the true fan, because at MyCraze, we get it. It's all about *your* craze."
• •About Us Page Excerpt: "We're not just a store; we're a bunch of self-confessed geeks, gamers, and collectors who got tired of searching for cool stuff and decided to build our own haven. MyCraze is for you, by people like you. So go on, find your craze."