Brand Tone

Energetic, enthusiastic, and community-focused; informal, exciting, and inclusive to its followers, deeply rooted in niche subcultures like Japanese hard dance music and "weeb" culture.

Brand Values

• •Passion for Niche Music
• •Community Building
• •High-Energy Entertainment
• •Authenticity

Best Practices

• •Use High-Energy and Enthusiastic Language: Employ dynamic and exciting words. Phrases like "massive lineup," "put to the test," "craziest parties," and "hyperiest club events" align perfectly with the brand's established voice.
• •Speak the Language of Your Niche: Continue using terms specific to the subculture, such as "J-Core," "Hardtek," "Gabber," "anison," and "WEEB," to show authenticity and connect with the core audience.
• •Emphasize Community and Belonging: Frame messages around the idea of a "family" or "community." Use inclusive language that makes followers feel like they are part of an exclusive, welcoming group.
• •Be Direct and Authentic: Communicate with a straightforward and passionate voice that reflects the brand’s origin—founded by DJs for fans of the music. Avoid overly corporate or polished marketing speak.
• •Maintain Consistency Across Platforms: While the format may change (e.g., video on TikTok, announcements on Facebook), the core tone—energetic, inclusive, and passionate—should remain consistent across all communication channels to build a strong, recognizable brand identity.

Social Perception

Positive within its target niche, seen as a vital part of the Finnish rave scene for fans of Japanese electronic music. Merchandise supports events and affiliation. Perceived as legit, communicative, and trustworthy, fostering a sense of community among followers.

Copy Examples

• •FRESH DROP! 🔥 The PRIZMATIC OVERDRIVE tee is officially here. We saw you rocking the last one, so we had to bring the energy back, harder and faster. Rep the party, support the sound. Limited stock available now at neonya.store. Link in bio to grab yours before they vanish!
• •TAMPERE, ARE YOU READY?! Neonya!! is coming back to shake the ground for two straight nights of pure energy. We're bringing the hottest J-core, Hardtek, and anison beats. This isn't just a party; it's a spacetime-defying gathering of the Neonya!! family. Grab your tickets, assemble your crew, and let's make memories!
• •POV: You finally find your people. 🔊 The energy at a Neonya!! party is UNMATCHED. This is what we live for. #Rave #Jcore #Hardstyle #Finland #DanceMusic
• •SUPPORT THE UNDERGROUND! All purchases from our store help us throw bigger, crazier parties. For a limited time, get a free holographic sticker with every order. Wear the vibe. Live the beat.
• •Our Discord is POPPIN' OFF right now discussing the next lineup. Want to have your say and connect with other ravers? Join the comfiest community in Finland. #NeonyaParty #DJ #Community