Brand Tone

Expert & Knowledgeable, Passionate, Friendly & Approachable, Customer-Centric & Supportive, Trustworthy & Transparent, Enthusiastic

Brand Values

• •Expertise & Specialism
• •Quality
• •Customer Satisfaction
• •Personal Recommendation
• •Passion for Guitars
• •Community Engagement
• •Bespoke Service

Best Practices

• •Channel Richard's Voice: Write as if Richard, the passionate expert, is speaking directly to the customer. Use his enthusiastic, knowledgeable, and helpful tone. His YouTube videos are a good reference.
• •Emphasize Expertise & Personal Curation: Consistently highlight the "personally recommended" aspect and the years of experience. Explain why a guitar is special, not just what it is.
• •Focus on the "Why," Not Just the "What": Instead of just listing features, explain the benefits for the player – how will this guitar improve their playing, sound, or experience? Connect with their passion.
• •Maintain a Friendly, Helpful, and Approachable Demeanor: Even when discussing technical details, keep the language accessible and welcoming. Avoid overly technical jargon where possible, or explain it clearly. Ensure calls to action are inviting.
• •Showcase Customer Success & Community: Incorporate testimonials and stories (with permission) that reflect the positive experiences and the supportive community around the shop. Highlight the "family run feel" and bespoke service praised by customers.

Social Perception

Richards Guitars is widely perceived as a highly reputable and trustworthy independent guitar store. Customers and the online guitar community view them as experts in the field, providers of excellent customer service, a go-to for quality setups, passionate and genuine, a place for discovery, and reliable for online purchases.

Copy Examples

• •Headline: Your Perfect Tone Awaits. Expertly Chosen, Perfectly Set Up. Body: At Richards Guitars, we don't just sell guitars; we live and breathe them. Our handpicked collection is personally endorsed by Richard, backed by 29 years of passion and expertise. Find more than an instrument – find your voice. Visit us in Stratford Upon Avon or explore online.
• •Headline: Beyond the Big Brands: Discover Your Next Favourite Guitar. Body: Tired of the same old choices? We specialize in uncovering hidden gems like Furch, Dowina, and Eastman – guitars with soul, meticulously handcrafted. Let our passion guide you to an instrument that truly inspires.
• •Headline: Not Just a Purchase, It's a Partnership. Body: From your first browse to your free 12-month setup check, we're with you every step of the way. Our friendly experts, Richard and Jake, are here to offer honest advice and ensure your guitar plays like a dream. Experience the Richards Guitars difference.
• •Headline: Feel the Music, Not the Pressure. Body: Step into our Stratford Upon Avon showroom or chat with us online for a relaxed, no-pressure experience. We're here to help you explore, play, and find the guitar that speaks to you. Your journey to amazing sound starts here.
• •Headline: Expert Setup. Exceptional Sound. Every Time. Body: We believe every guitarist deserves an instrument that plays perfectly right out of the box. That's why every guitar we sell is meticulously set up in our workshop to your personal requirements, free of charge. It's our promise of quality and dedication to your music.