Brand Tone

friendly, inclusive, passionate, community-oriented, and slightly whimsical/fun

Brand Values

• •Inclusivity & Safety: Creating a safe and welcoming space for all, particularly the LGBTQ+ community and other minorities.
• •Community Building: Fostering a sense of family and connection through music and events.
• •Passion for Music: A genuine love for music and the desire to share it, helping people discover new artists and enjoy physical media.
• •Support for Artists: Amplifying queer artists, artists of color, and local artists.
• •Purpose-Driven Business: Operating with a sense of meaning and giving back to the community, including fundraising for causes like HIV awareness.
• •Authenticity: Encouraging stepping away from being constantly online and embracing tangible media.

Best Practices

• •Embrace Inclusive Language: Always use welcoming and affirming language that reflects the brand's commitment to being a safe space for everyone, especially the LGBTQ+ community and minorities. Avoid jargon that might alienate newcomers to vinyl.
• •Highlight Community & Connection: Frame messaging around the experience of visiting the store – not just buying records, but finding community, discovering new things, and feeling at home.
• •Share the Passion: Let the genuine love for music and the artists shine through. Use enthusiastic and knowledgeable language when talking about records and events.
• •Be Authentic and Approachable: Maintain a friendly, down-to-earth voice. Whether it's a social media post or website copy, it should feel like a conversation with a knowledgeable and friendly music lover. The owner's personal story and passion are key assets.
• •Incorporate 'Sunshine' Positivity: While a 'premium, industrial vibe' describes the physical space, the overall communication should retain a sense of warmth, positivity, and the 'sunshine' evoked by the brand name. Use upbeat language and imagery where appropriate.

Social Perception

Sunshine Vinyl is perceived very positively as a much-needed addition to the Austin community, particularly by the LGBTQ+ community. It's seen as more than just a record store; it's viewed as a community hub, a safe haven, and a place for discovery and connection. The owner, Luca Kisielius, is seen as passionate, welcoming, and genuinely invested in the community and the customers' experience. The store's curation, focusing on contemporary music and underrepresented artists, is appreciated. There's excitement about their events and their commitment to social causes.

Copy Examples

• •Instagram Post (New Arrivals): Fresh crates just landed! ☀️ From groundbreaking new releases to those nostalgic gems you’ve been searching for, your next favorite record is waiting. Swing by Sunshine Vinyl – your East Austin haven for good music and good vibes. #SunshineVinyl #NewMusicFriday #ATXVinyl #QueerOwned #CommunityLove
• •Event Promotion (Facebook): Get ready to connect! 🎶 Join us this Saturday for an intimate acoustic set with [Local Artist Name] and discover the sounds of our city. At Sunshine Vinyl, it's more than music, it's about finding your people. See you there! #EastAustinMusic #LiveMusicATX #SupportLocalArt #SunshineEvents #SafeSpace
• •TikTok Video Caption (Store Tour): Your daily dose of sunshine & soundwaves! ☀️ Step into our world – where every record has a story and everyone is welcome. What will you discover today? #VinylCommunity #RecordStoreVibes #EastAustin #QueerATX #SunshineVinyl #fyp
• •Website About Us Snippet: More than just a record store, Sunshine Vinyl is a lovingly curated space built on a passion for music and a deep belief in community. We’re queer-owned, champion local and underrepresented artists, and are dedicated to being your 'third place' – a home away from home where you can discover, connect, and just be. Come feel the warmth.
• •Promotional Email Subject Line: Find Your Groove & Your Tribe at Sunshine Vinyl ☀️ Email Body Snippet: Hey Music Lover, Looking for a place where the records are rad and the atmosphere is always welcoming? Sunshine Vinyl is your spot. We're passionate about bringing people together through the power of music, offering a diverse collection with a special shine on queer artists and artists of color. Plus, we’re always hosting something new, from DJ nights to community fundraisers. Come say hi! [Link to website/events page]