Brand Tone

Community-Focused, Resilient, and Passionate

Brand Values

• •Community Hub
• •Inclusivity and Support
• •Perseverance and Dedication
• •Promoting Offline Connection

Best Practices

• •Lead with "Community": In all communications, prioritize language that emphasizes togetherness, friendship, and a shared experience. Use words like "we," "us," "together," "join," and "community."
• •Be Enthusiastic and Passionate: Write with genuine excitement for the games you sell and the events you host. Use exclamation points where appropriate and descriptive, evocative language that speaks to the fantasy and adventure of the products.
• •Emphasize Inclusivity: Always make it clear that new players are welcome. Use phrases like "no experience necessary," "beginner-friendly," and "learn to play" to lower the barrier to entry for those new to the hobby.
• •Highlight In-Person Interaction: Reinforce the "unplugged" aspect of the brand. Contrast the experience of playing at the store with solo digital gaming. Use calls to action that encourage people to visit physically, like "drop by the store," "join us at the table," and "see you this Friday."
• •Tell Your Story of Resilience (Authentically): Don't be afraid to subtly reference the brand's history, especially its connection to the Lismore community and its perseverance. It’s a powerful part of your identity that fosters loyalty and shows you are an integral, resilient part of the town.

Social Perception

The public perception of Unplugged Games is overwhelmingly positive and views the store as a vital "third place" for the local gaming community. Customers and the broader community see it as an essential local institution, a perception solidified by the outpouring of support during the floods. Community members actively helped clean up, and the wider gaming community purchased flood-damaged (but usable) cards to help the store recover. It is seen as a well-managed and reliable hub, filling the gap left by a previous gaming store and managed by experienced and passionate staff. The brand is perceived as genuinely caring and generous, as evidenced by its support for local groups and its positive interactions with the community, such as giving out promo cards to replace banned ones in players' decks. The manager, Liam Fraser-Quick, is often highlighted as a key figure who embodies the store's welcoming nature.

Copy Examples

• •Your Adventure Begins Here! Learn to Play Dungeons & Dragons. Ever wanted to battle dragons, explore ancient ruins, and become a hero of legend? Now's your chance! Join our beginner-friendly D&D night this Wednesday. No experience needed—our Dungeon Master will guide you through every roll. Let's unplug from the screen and create some stories together.
• •The Galaxy Needs You. Answer the Call. From casual Sunday Sessions to competitive tournaments, Unplugged Games is the home of Warhammer in Lismore. Build your army, meet your rivals, and prove your mettle on the tabletop. New to the 41st Millennium? We'll show you the ropes.
• •This is what it's all about. More than just a store, we're a place to connect, laugh, and share your passion. Thank you for being the heart of our community. What game has brought you to our tables? #UnpluggedGames #LismoreGaming #Community
• •Don't just buy the new {Game Name} set—play it with us! The wait is over! The latest {Game Name} set drops this Friday. We've got the booster packs, commander decks, and everything you need. But why stop there? Join our release day tournament and put your new cards to the test right away. Secure your spot and be part of the action from day one.
• •Your Place to Play. Unplugged Games is Lismore's home for board games, card games, and tabletop adventures. We're a friendly, welcoming space for seasoned pros and curious newcomers alike. Escape the everyday, connect with friends, and rediscover the joy of playing games. Drop in anytime at 132 Dawson St.