Brand Tone

authentic, passionate, community-oriented, and knowledgeable

Brand Values

• •Community
• •Passion for Music & DJ Culture
• •Customer Service & Satisfaction
• •Legacy & Authenticity
• •Adaptability & Evolution

Best Practices

• •Embrace the Legacy: Always weave in the rich history and authenticity of being a 50-year-old NYC institution. This builds trust and credibility.
• •Speak the Language of DJs and Vinyl Lovers: Use terminology and references that resonate with the target audience, showing genuine understanding and passion for the culture.
• •Foster Community: Frame messaging around inclusivity, shared experiences, and the love of music, inviting interaction and participation.
• •Highlight Expertise, Offer Value: Position Rock & Soul as a knowledgeable resource, not just a retailer. Share tips, insights, and product knowledge that empowers customers.
• •Stay Current While Respecting Roots: Balance the historical significance with a fresh, engaging voice, especially on newer platforms like TikTok, to connect with all generations of music enthusiasts.

Social Perception

legendary and iconic

Copy Examples

• •Five decades deep in the groove. From iconic turntables to the rarest wax, Rock & Soul is more than a store – it's the heartbeat of NYC's DJ culture. Gear up, dig in, and join the legacy. #RockAndSoulNYC #DJCulture #VinylCommunity
• •Your sound, your style, our expertise. Whether you're a seasoned pro or just starting your spin, our crew at Rock & Soul is here to connect you with the perfect gear and the timeless sound of vinyl. Come vibe with us. #DJEquipment #RecordStore #NYCMusic
• •More than just records and gear, we're a community built on beats, passion, and the shared love of music. Join us for in-store events, workshops, and discover your next favorite track. #RockAndSoulEvents #DJLife #MusicLovers
• •From the pioneers who shaped the scene to the next generation of sound innovators – Rock & Soul has been the go-to since '75. Authentic gear, unparalleled knowledge, and a commitment to keeping the music alive. What's your sound? #Since1975 #DJHeritage #VinylCollection
• •Still digging after all these years? So are we. Unearth hidden gems, explore new releases, and find the equipment that brings your mixes to life. Rock & Soul: Your NYC source for all things DJ and vinyl. #CrateDigging #NewYorkDJs #ProAudio