Brand Tone

Passionate, Knowledgeable, and Welcoming

Brand Values

• •Authenticity
• •Quality & Curation
• •Community & Passion

Best Practices

• •Lead with Passion, Follow with Knowledge: Always start with the emotional connection to the music or product. Express genuine excitement first, then provide the details and specs that prove your expertise.
• •Speak Like a Fellow Fan, Not a Salesperson: Use inclusive language ("we," "our team," "fellow fans"). Frame recommendations as sharing a great find rather than a hard sell. Avoid overly technical jargon unless explaining a specific benefit in simple terms.
• •Celebrate the Physicality of Music: Emphasize the tangible aspects of the products. Talk about "sleeve art," "the weight of the vinyl," "the crackle before the first track," and "the warmth of the sound." This reinforces the core value of the analogue experience.
• •Be a Guide, Not a Gatekeeper: Ensure the tone is always welcoming to newcomers. When promoting high-end equipment, also highlight budget-friendly options. Offer advice freely and position the brand as a helpful guide for anyone on their vinyl journey.
• •Extend the Vibe Beyond Music: When writing about non-music products (gifts, homewares), maintain the same curated and passionate tone. These aren't random items; they are part of the "Urbanrecords" lifestyle—eclectic, authentic, and chosen with care.

Social Perception

Overwhelmingly positive, viewed as a go-to vinyl hub, expert and trustworthy with knowledgeable staff, and more than just a record store due to its unique combination of LPs, audio equipment, and diverse gifts and homewares.

Copy Examples

• •Fresh wax Friday is here! Just landed: the stunning reissue of [Album Name] by [Artist Name]. From the hypnotic bassline on 'Track X' to the soaring vocals on 'Track Y', this is an essential spin for any collection. Our staff are already fighting over the store copy. Come grab yours before they do! Open 'til 10pm. #Urbanrecords #NewMusicFriday #VinylCommunity #Perth
• •Your music deserves better than a tiny speaker. Experience vinyl the way it was meant to be heard. From starter setups to audiophile-grade systems, we have the perfect turntable to make your records sing. Explore our range and get expert advice from people who care. #HearTheDifference
• •Staff Picks, Fresh Pressings & Your Weekend Soundtrack. Hey [Name], What's spinning at your place this weekend? The team at Urbanrecords has been deep in this week's new arrivals, and we've found some absolute gems. Plus, we've restocked the fan-favourite [Accessory Name] to keep your collection in pristine condition. Dive in and discover something new...
• •Not just for record collectors! Searching for a gift that's anything but ordinary? Our Leederville store is a treasure trove of quirky homewares, cool apparel, and books you won't find anywhere else. The perfect place to find something for the person who has everything. #Urbanrecords #Leederville #PerthGifts #ShopLocal
• •Some albums are just part of the fabric of music history, and [Album Name] is one of them. This isn't just a record; it's a rite of passage. We've listened to countless pressings, and this 180-gram reissue is simply sublime—capturing the warmth and detail that made it a masterpiece. A cornerstone for any serious collection.