Brand Tone

authentic, enthusiastic, and direct

Brand Values

• •Community & Connection
• •Authenticity
• •Passion for Music
• •Reliability

Best Practices

• •Speak the Language of the Scene: Continue using informal, enthusiastic, and direct language that resonates with the rock and metal community. Avoid overly corporate or generic marketing speak.
• •Lead with the Band: Always put the band or artist front and center. The primary loyalty of the customer is to the artist; Phoenix Merch is the trusted channel. Tagging bands and using their official imagery is crucial.
• •Emphasize Authenticity and Exclusivity: Regularly remind customers that they are buying official merchandise. Use terms like "Official Merch," "Band-Approved," and "New & Exclusive" to build trust and create urgency.
• •Be a Fan First, a Retailer Second: Let the passion for the music shine through. Share excitement about new albums, tours, and festivals. This reinforces the brand's core value of being part of the community, not just selling to it.
• •Maintain a Consistent Voice Across All Channels: The direct, slightly informal, and enthusiastic tone should be consistent from an Instagram caption to a customer service email. This builds a recognizable and trustworthy brand personality.

Social Perception

trusted, specialized retailer for the rock and metal community

Copy Examples

• •You've been flooding our DMs, and now it's finally here. The brand new [Band Name] collection just dropped. We've got the album on vinyl and CD, plus three new shirt designs. Gear up now before it's gone. Link in bio! 🤘
• •The countdown is on! Not only can you find us at our usual spot at [Festival Name] with the sickest merch, but we're also giving away 2x weekend tickets! To enter: Like this post, tag your festival buddy, and tell us which band you're most excited to see. Good luck!
• •From design and production to managing your tour sales and online shop, we've been the trusted merch partner for bands for over 15 years. Focus on the music; we'll handle the merch.
• •You asked, we listened. The classic [Band Name] logo hoodie is back in our shop in all sizes. This one sold out in record time, so don't wait. Grab yours now and wear it loud.
• •Phoenix Merch wasn't born in a boardroom. It started over 15 years ago with a passion for the music we love. We're still the same fans at heart, dedicated to bringing you official, quality merch straight from the bands. Thanks for being part of our journey.