Brand Tone

Passionate & Enthusiastic, Knowledgeable & Expert, Approachable & Friendly, Professional, Humorous & Playful, Customer-Centric

Brand Values

• •Quality & Exclusivity
• •Value for Money
• •Passion for Music
• •Customer Satisfaction
• •Community & Connection
• •Trust & Reliability
• •Personal Touch

Best Practices

• •Always Inject Passion: Whether it's a detailed spec rundown or a fun TikTok, let the genuine love for high-end guitars shine through. Use enthusiastic language.
• •Balance Expertise with Approachability: Provide detailed, accurate information that showcases knowledge, but keep the language accessible and friendly. Avoid overly technical jargon unless clearly explained. The "one-man + dog" persona helps here.
• •Be Visually Consistent: Continue using high-quality, well-lit photos and videos of the instruments. This reinforces the "high-end" aspect of the brand.
• •Tailor Content to the Platform, but Keep the Core Voice: The playful tone on TikTok is great, while Facebook and the website can be more detailed. However, the underlying passion, knowledge, and friendliness should be common threads.
• •Engage Genuinely: Respond to comments and messages promptly and personally. Continue to ask questions and foster a sense of community around the love for these instruments, referencing shared interests like sci-fi or RPGs where appropriate to enhance connection.

Social Perception

Trusted Retailer of High-End Instruments, Knowledgeable and Passionate Owner, Good Customer Service, Specialist Boutique, Engaging and Modern

Copy Examples

• •For a new Dingwall bass arrival (Facebook/Instagram): Stop scrolling. Just *look* at this Dingwall NG3 that just landed at Sarg's HQ. 🔥 That finish is even more stunning in person (if you can believe it!). Engineered for tonal perfection and a playing experience that's out of this world. Ready to find your forever bass? Sarge and the dog approve this message. 😉 DM us for the full spec sheet or to book a (coffee-fueled) showroom visit! #Dingwall #HighEndBass #SargsGuitars #BassGuitar #NewGearDay
• •For a rare pre-owned Patrick James Eggle (Website/Newsletter): From a discerning collector's vault to yours? This pre-loved Patrick James Eggle Macon single cut is a masterpiece of British lutherie. Every curve, every inlay, every note whispers quality. We only pick instruments we truly believe in, and this one? It sings. More than just a guitar, it's an heirloom. Full details and a gallery of drool-worthy pics on the site. Don't let this one be 'the one that got away.' #PatrickJamesEggle #BoutiqueGuitars #SargsGuitars #GuitarCollector #Craftsmanship
• •TikTok Video Concept (showing off a multi-scale Ormsby): (Video: Quick, dynamic shots of an Ormsby guitar, close-ups on the multi-scale frets, ending with a cool riff being played) Text Overlay: POV: Your luthier understood the assignment... and the interdimensional tuning system. 👽✨ This Ormsby isn't just a guitar, it's a spaceship. Ready for takeoff? #OrmsbyGuitars #Multiscale #ExtendedRangeGuitar #SargsGuitars #GuitarTok #ShredMachine
• •General Brand Post (Instagram Story/Facebook): Just another day at Sarg's Guitars: surrounded by incredible instruments, fueled by good coffee, and occasionally distracted by a certain furry coworker. 🐕 We're a small shop with a HUGE passion for connecting players with their dream high-end guitars and basses. Got questions? Looking for something special? We're always here to chat! #SargsGuitars #GuitarShop #BassShop #OneManOperation #PassionForMusic #Luthiery #Belgium
• •Highlighting Custom Orders (Website/Facebook): Don't just dream it, build it! ✨ Many of our incredible makers (hello Maruszczyk, Mensinger!) offer custom options to create an instrument that's uniquely YOU. From tonewoods to finishes, pickups to neck profiles – let's talk about crafting your ultimate high-end guitar or bass. Your vision, their expertise, our dedicated service. Get in touch and let Sarg guide you through the custom journey. #CustomGuitars #DreamGuitar #SargsGuitars #Maruszczyk #Mensinger #BespokeInstruments #GuitarDesign