Brand Tone

approachable, passionate, and knowledgeable with a touch of humor.

Brand Values

• •Expertise & Legacy
• •Community
• •Customer-Centric Service
• •Passion for Music
• •Quality & Trust

Best Practices

• •Balance Expertise with Approachability: Always share deep knowledge about the products, but do so in a way that a beginner can understand and appreciate. Avoid overly technical jargon without explanation. For instance, instead of just "It has Alnico V pickups," try "It has Alnico V pickups, which give it that classic, punchy tone you hear on your favorite rock records."
• •Tell the Story Behind the Gear: Every instrument has a story, especially the pre-loved ones. Share its history, what makes it unique, or who might have owned it. This creates an emotional connection and makes the product more than just an object.
• •Inject Humor and Personality: Don't be afraid to be a little quirky or funny. The brand's personality shines through in its lighthearted posts. This makes the brand more memorable and relatable. For example, the "neighbor complaint switch" for an amp is a perfect use of this.
• •Engage the Community: Actively ask questions in your captions ("What kind of blue would you call this?"). Encourage user-generated content by asking customers to share photos with their new gear. This reinforces the "community hub" value.
• •Emphasize the "Beyond the Purchase" Experience: Continuously remind customers that you offer more than just sales. Mention lessons, repairs, and expert advice in relevant posts. This reinforces the value of shopping at a local, full-service store and builds long-term customer relationships.

Social Perception

Ron Leighs Music Factory is perceived as a cornerstone of the local music scene. It is viewed as a trustworthy, family-oriented business where expertise is shared freely and without pretension. Customers appreciate the welcoming atmosphere and the high level of personal service, which sets it apart from larger, more impersonal retailers. The connection to famous musicians adds a layer of prestige and authenticity.

Copy Examples

• •They don't make 'em like this anymore. This pre-loved '82 Tokai isn't just a guitar; it's a time machine with six strings. We've given it a full service, so it plays even better than it looks (and it looks incredible). Come in and have a strum – your inner rock god will thank you. #VintageGuitar #TokaiGuitars #GuitarPorn #BrightonMusic
• •Ready to start your musical journey? Our 'Beginner's Bliss' ukulele package has everything you need to go from novice to neighborhood sensation. We've hand-picked a quality Kala uke and paired it with a tuner and a songbook to get you playing your favorite tunes in no time. Plus, our friendly team is always here to offer tips and encouragement! #UkuleleLove #NewMusician #KalaUke #MusicLessons
• •Your amp has been with you through countless gigs and late-night jam sessions. When it needs a little TLC, bring it to the experts who care. With over 50 years of experience, we've seen (and fixed) it all. We'll get your tone-machine back to its glorious best, ready for the next encore. #AmpRepair #GuitarAmp #ToneHeads #BaysideMusicians
• •🚨 BLACK FRIDAY ALERT! 🚨 Forget fighting over toasters. We've got deals that actually rock. Swing by the store today for some killer in-store only specials on pedals, strings, and more. Your pedalboard is looking a little empty, don't you think? 😉 #BlackFridaySale #GuitarDeals #ShopLocalBrighton
• •(Video showcasing the guitar with close-ups) Just landed: The Guild Starfire I Jet 90. This thing is a beast. With P90s that snarl and a look that kills, it's begging to be played loud. We could talk about the specs, but you really just need to hear it. Sound on! Who's coming in for a test flight? #GuildGuitars #NewGearDay #GuitarSolo #RockAndRoll