Brand Tone

Authentic, passionate, and community-focused. Knowledgeable without being elitist. Down-to-earth and relatable, mirroring the way friends would talk about music. Conveys genuine passion and positions the brand as peers and fellow enthusiasts within the scene.

Brand Values

• •Curation and Quality
• •Community Hub
• •Authenticity and Passion
• •Independence
• •Bridging Music and Fashion

Best Practices

• •Speak like an enthusiast, not a salesperson. Use language that is passionate and knowledgeable. Share personal anecdotes or opinions about the records. Avoid corporate jargon and overly polished sales language. The goal is to share, not to hard-sell.
• •Emphasize curation and the "no filler" ethos. Regularly remind your audience that every item is hand-picked. Use phrases like "carefully selected," "we only stock what we love," and "all killer, no filler" to reinforce this core value.
• •Tell your story. Continue to weave the brand's origin story into communications. Remind people that you were founded by friends to solve a problem for your community. This builds authenticity and a personal connection.
• •Foster community in your copy. Address your audience as peers. Use inclusive language like "we," "us," and "our community." Frame promotions not just as sales, but as invitations to participate in the culture—e.g., "come down for a listen" instead of "don't miss our sale."
• •Keep it direct and unpretentious. The tone is confident but grounded. The copy should be straightforward and honest. Whether describing a record or a t-shirt, explain why it's in the shop and what makes it special in simple, genuine terms.

Social Perception

Overwhelmingly positive, viewed as a vital cultural asset for the Leicester music scene. Perceived as a beacon for underground and experimental music, praised for its wide yet specialized range. Demonstrates high customer satisfaction and is respected for creating a missing community space.

Copy Examples

• •Built for the long haul. The latest drop from The Trilogy Tapes is here. Pure function, no filler—just like the records in our bins. Limited run, available now in-store and online.
• •We just spent the weekend digging through a massive collection of 90s jungle and house. We pulled out the essentials—the foundational tracks you need. No fluff, just pure history. See what made the cut.
• •We're not just a shop. We're a hub, started by three mates who got tired of traveling for good music. We wanted a place in our own city to talk, listen, and discover. Everything you find here is something we love. Come hang out.
• •The rig is on. This Saturday from 4 PM, our friend [DJ Name] is taking over the decks for a couple of hours. Come down for a listen, a chat, and to browse the new arrivals. The way record shops are supposed to be.
• •Music and style go hand-in-hand. That's why we stock Good Morning Tapes. It's quality gear from people entrenched in the culture we live and breathe. Gear we'd wear ourselves.