Brand Tone

Authentic, community-centric, knowledgeable, approachable, and insider-focused, balancing expertise with local accessibility.

Brand Values

• •Authenticity
• •Community
• •Passion
• •Trustworthiness

Best Practices

• •Develop a 'Brand Lexicon': Create a list of approved words and phrases that align with sneaker culture (e.g., 'heat,' 'drip,' 'grails,' 'on ice,' 'deadstock') and local RVA slang or references. Use this lexicon across all platforms to maintain a consistent voice.
• •Prioritize Authenticity Over Hype: While it's important to be exciting, the copy should always feel genuine. Focus on the product's story, quality, and cultural significance rather than using empty, overly aggressive sales language. Let the product be the hero.
• •Engage, Don't Just Announce: Frame posts as conversations. Ask questions, run polls, and encourage followers to share their own photos tagging the store. When responding to comments, maintain the same knowledgeable and approachable tone.
• •Weave the '804' Identity into Content: Regularly reinforce the brand's connection to Richmond. This can be through posts about local events, collaborations with other RVA businesses, or simply by using hashtags like #RVA, #804, and #RichmondVA to ground the brand in its community.
• •Keep it Clean and Direct: The copy should be easy to read, especially on mobile. Use clear, concise sentences, effective spacing, and relevant emojis to enhance readability without cluttering the message. The primary goal is to showcase the product and provide essential information (size, price, availability) efficiently.

Social Perception

Perceived as a legitimate, trustworthy, and key player in the Richmond sneaker market; a go-to source for authentic, rare, and hyped sneakers, and an integral part of local fashion and sneaker culture.

Copy Examples

• •The story continues. The 'Lost & Found' Chicago 1s just hit the shop. A timeless classic for the true heads. Sizes 8-13 available in-store now. Don't sleep on this piece of history. #SNEAK804 #RVA #Jordan1 #Chicago #Sneakerhead
• •Your Grails Are Here. Richmond's home for 100% authentic sneakers and streetwear. Buy, Sell, or Trade with confidence at SNEAK804.
• •The debate is on. Which Yeezy Slide is the GOAT? 🤔 VOTE NOW
• •Rep the 804. Real Heat. From hard-to-find Dunks to the latest Supreme drops, SNEAK804 is your trusted source in RVA. We buy, sell, and trade. Stop by the shop and see what's new on the wall today. Your new favorite pair is waiting.
• •🚨 HEAT ALERT: Just Dropped at SNEAK804