Brand Tone

passionate, knowledgeable, approachable, and enthusiastic, with a clear reverence for the history and craftsmanship of guitars

Brand Values

• •Passion for Guitars: A deep love for instruments, especially vintage and rare ones, is evident in their content and descriptions. They aim to help musicians find their unique musical voice.
• •Quality and Authenticity: Focus on premium, fine, vintage, used, and rare instruments, ensuring customers get exactly what is advertised.
• •Customer Service: Emphasis on providing fantastic customer service, being helpful, knowledgeable, and not pushy. They offer a 48-hour approval period for purchases.
• •Community: They engage with the local music community through their Seattle and Portland showrooms and events. They refer to customers and followers as friends.
• •Expertise and Knowledge: Staff are consistently described as knowledgeable. They offer services like appraisals, repairs, and setups by esteemed guitar techs.
• •Integrity: They aim to offer top dollar for gear and ensure transparency in their dealings, including clear return and shipping policies.

Best Practices

• •Speak from Passion: Let genuine enthusiasm for guitars and music shine through. Use evocative language that appeals to a musician's heart, not just their wallet.
• •Be an Expert, Not a Gatekeeper: Share knowledge freely and make complex information accessible. Avoid overly technical jargon unless clearly explained. The goal is to empower and include, not intimidate.
• •Stay Authentic and Approachable: Use a conversational, friendly tone. Imagine you're talking to a fellow musician in the shop. Phrases like "Real people, offering real service" should be a guiding principle.
• •Focus on the "Why": Connect with the emotional aspect of buying and playing a guitar. It's about finding a unique voice, owning a piece of history, or achieving a dream tone – not just acquiring an object.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy aligns with the high-quality, often artistic, imagery used on the website and social media. The words should enhance the visual story of the instruments.

Social Perception

Customers and enthusiasts see them as a reputable and trustworthy source for high-quality, often rare and vintage, guitars. They are praised for their excellent selection, knowledgeable and friendly staff, and fair prices. The brand is associated with a terrific vibe and being run by real people.

Copy Examples

• •Headline: That '59 Les Paul You've Only Dreamed Of? It's Here. Body: "Stop scrolling, start playing. We just welcomed a breathtaking 1959 Gibson Les Paul Standard to the Thunder Road family – and it's looking for its next story. Come feel the history, hear the tone, and maybe, just maybe, find your forever guitar. Our doors (and ears) are open."
• •Headline: More Than Just Wood and Wires. It's Your Voice. Body: "At Thunder Road, we believe every guitar has a soul and a song waiting to be played. From road-worn vintage legends to pristine modern marvels, we handpick instruments that inspire. Let our passionate team help you discover the guitar that doesn't just sound good, it *feels* right. What story will yours tell?"
• •Headline: The Real Deal. Real Service. Real Guitars. Body: "Tired of sifting through endless listings? We get it. Thunder Road Guitars is your trusted haven for premium vintage, used, and rare gear, backed by folks who live and breathe music. No hype, just honest advice and a world-class collection. Come on in, the tone is always perfect."
• •Headline: Got Gear? We're Always Hunting for Gems! Body: "That old Telecaster gathering dust? The amp that's ready for a new stage? Thunder Road Guitars offers top dollar for your unique and interesting gear. We make selling or trading simple and fair, because fellow guitar lovers deserve the best. Let's talk!"
• •Headline: From Our Bench to Your Stage: Dialed In & Ready to Roar. Body: "Every guitar that leaves Thunder Road gets the pro treatment from our esteemed in-house techs. We ensure it's perfectly set up, sounding its best, and ready for you to plug in and play the moment it arrives. Because your new (or new-to-you) axe deserves nothing less."