Brand Tone

Passionate, Enthusiastic, Community-Focused, Welcoming, Knowledgeable, Curatorial, Slightly Edgy, Playful, Authentic, and Down-to-Earth.

Brand Values

• •Love of Music
• •Community Building
• •Music Discovery & Experience
• •Accessibility
• •Support for Artists
• •Quality

Best Practices

• •Embrace the "Redrum" Edge Playfully: Use the slight horror/alternative reference in a fun, inviting way, not genuinely unsettling. Think witty puns or taglines that acknowledge the name but highlight the positive music community.
• •Prioritize Passion and Enthusiasm: Every piece of copy, whether about a new record or an event, should convey genuine excitement for music. Use evocative language that speaks to the feeling music inspires.
• •Foster Community in Your Language: Address your audience directly and inclusively ("your new favorite hang," "join our community"). Encourage interaction and make people feel like they're part of the Redrum family.
• •Balance Knowledge with Accessibility: Share interesting facts or insights about music, but avoid overly technical jargon. The goal is to share the love of music, not to be intimidating. Make recommendations feel personal and genuine, like a friend sharing a great find.
• •Keep it Authentic and Human: Let the personality of the staff and the store shine through. Use a conversational style, don't be afraid of a little humor, and respond to comments and messages with a personal touch. This reinforces the idea of Redrum Records as a local, approachable hub.

Social Perception

Positive. Valued Local Hub. Reliable. The "Vinyl Bar" concept appears to be a significant and positively perceived differentiator, enhancing the in-store experience.

Copy Examples

• •Headline: Axe us about our new arrivals! 😉 Body: Fresh cuts just landed at Redrum Records. From haunting new releases to killer classics, your next vinyl obsession is waiting. Swing by the store or browse online – if you dare. #RedrumRecords #NewMusicFriday #VinylCommunity
• •Headline: Your Sanctuary for Sound (and Good Times). Body: More than just a record store, Redrum is where the music plays loud, the coffee’s strong (and the beer’s cold!). Join our community of music fanatics. Check out our events calendar – your eardrums will thank you. #VinylBar #LiveMusic #OttawaEvents #MusicHeals
• •Headline: Warning: May Cause Uncontrollable Groove. Body: Our staff picks are in, and they’re dangerously good. Discover your next favourite artist, hand-selected by folks who live and breathe music. Don’t say we didn’t warn you. Explore the sonic unknown at Redrum. #StaffPicks #MusicDiscovery #HiddenGems
• •Headline: Don't Just Stream It, Own the Experience. Body: Remember the thrill of dropping the needle? We do. At Redrum Records, we believe in the power of physical music. Feel the grooves, admire the art, and truly connect with the tunes. Come hang, dig through crates, and find your sound. #VinylRevival #SupportPhysicalMusic #RedrumExperience
• •Headline: Open Mic Fright Night! (Just kidding, it's all love). Body: Got a song to share? A poem that slays? Our open mic night is your stage. We’re all about supporting local talent and good vibes. Sign up and let your inner rockstar (or folk hero) shine. Check our Facebook for dates! #OpenMicOttawa #SupportLocalMusic #CommunityVibes