Brand Tone

friendly, passionate, and personal, avoiding corporate jargon in favor of direct, enthusiastic, and encouraging language. It has a personal touch, is community-oriented, and encouragingly positive.

Brand Values

• •Passion for Hobbies
• •Exceptional Customer Service
• •Trust and Reliability
• •Resilience and Ambition

Best Practices

• •Always Lead with Passion: Every piece of copy, from a tweet to a product description, should reflect a genuine enthusiasm for the hobby. Use words that convey excitement, joy, and a shared love for modelling and collecting.
• •Keep the Founder's Story Alive: Continue to weave George's personal journey into the brand narrative. It is a powerful differentiator that builds authenticity and a personal connection with customers. Mention it in newsletters, social media throwbacks, and promotional materials.
• •Use "We" and "You" to Create Community: Address the customer directly ("You're here to build your collection") and speak as a collective ("We're passionate about your hobbies"). This fosters a sense of belonging and shared interest, turning a transaction into a relationship.
• •Highlight Trust Signals with Confidence: Don't be shy about mentioning your 5-star Google rating, positive eBay feedback, or business awards. Frame these not as boasts, but as proof of your commitment to the values you espouse: reliability, excellent service, and customer satisfaction.
• •Maintain a Friendly, Approachable Tone: Use conversational language, ask questions, and incorporate emojis where appropriate (especially on social media). Avoid overly technical or corporate-sounding phrases. The goal is to sound like a knowledgeable friend from the local hobby club, not a faceless corporation.

Social Perception

exceptionally positive, highly-rated (5-star on Google, 99.9% positive eBay feedback), praised for service and delivery, and viewed as a community champion recognized through small business awards.

Copy Examples

• •🚂 They're here! The brand new Hornby 2025 arrivals have just rolled into the station. From the stunning LNER Class J83 to the detailed Class 08, your next great project is waiting. As fellow hobbyists, we know that feeling of unboxing a new model, and we can't wait for you to experience it. Tap the link to explore the collection and build your world! #PhillipsHobbies #ModelRailways #Hornby #NewArrivals
• •Rediscover the Joy of Hobbies. From a teenager's dream to the UK's trusted model shop, we're here to share our passion with you. Enjoy FREE tracked delivery on orders over £95 and service you can count on. Let's build something amazing together.
• •Subject: A Special Thank You from Our Founder, George Body: Hi [Customer Name], It's George here. When I started Phillips Hobbies from my spare room in 2016, I never imagined we'd be serving such an amazing community of enthusiasts. Your support keeps the dream alive. To say thanks, here's a sneak peek at our upcoming releases and a special feature on this month's most popular plastic kits...
• •Tired of searching for a model shop that just *gets it*? At Phillips Hobbies, we're run by hobbyists, for hobbyists. That means great prices, expert advice, and fast, careful delivery on every order. Rated 5 stars on Google. See why thousands of collectors trust us for their diecast, railway, and plastic kit needs. Shop now!
• •[Product: Airfix Starter Set - Eurofighter Typhoon] Every master modeller starts somewhere. This Airfix Eurofighter Typhoon starter set is more than just a plastic kit—it's a gateway to a passion. We love these sets because they include everything you need to get started: the glue, the paints, and the thrill of seeing your creation come to life. Perfect for a weekend project or introducing a new generation to the hobby we all love.