Brand Tone

Community-Oriented & Spirited, Friendly & Approachable, Resilient & Adaptable, Value-Conscious, Proud & Established

Brand Values

• •Community Focus
• •Customer Service
• •Affordability/Value
• •School Pride
• •Local Business Support
• •Adaptability

Best Practices

• •Always Emphasize Community: Whether it's "Rams," "VCU family," or "RVA," consistently incorporate language that reinforces VBC's connection to the local and university community.
• •Keep it Friendly and Positive: Use an upbeat, approachable, and encouraging tone. Avoid overly formal or corporate language. Highlight the positive aspects of the VCU experience and school spirit.
• •Subtly Weave in Heritage: Remind customers of VBC's long-standing presence ("Since 1986," "VCU's first college store") to build trust and highlight reliability without sounding dated.
• •Be Authentic and Relatable: Speak like a fellow VCU supporter or a friendly local shop owner, not just a retailer. Use language that resonates with students, alumni, and fans.
• •Highlight Value (Not Just Price): While affordability is a legacy, focus on the overall value: quality VCU merchandise, supporting a local business, friendly service, and a convenient shopping experience.

Social Perception

VCU Institution, Friendly Alternative, Respected Local Business, Nostalgic Connection, Supportive of Change

Copy Examples

• •Instagram Post (Image: Students wearing VCU hoodies): Wear your Ram pride loud and proud! 🐏 From game days to study sessions, VBC has been outfitting the VCU community since '86. Swing by 310 Shafer Street or shop online – we’re your local go-to for all things VCU! #VCURams #RamPride #ShopLocalRVA #VirginiaBookCo
• •Facebook Ad (Targeting VCU Alumni): Still repping the Black & Gold? VBC | Virginia Book Company (your old campus favorite!) is packed with the latest VCU gear to keep that Ram spirit alive. Visit us on Shafer Street or online for exclusive alumni finds. Supporting VCU's first college store means supporting local! #VCUAlumni #RVA #GoRams #Since1986
• •Website Homepage Banner: VBC | Virginia Book Company: Your VCU Spirit Headquarters Since 1986. Locally owned, community focused. Shop the best VCU apparel and gifts right here on Shafer Street or online 24/7! Go Rams!
• •Tweet: Big game this weekend, Rams! 🏀 Gear up at VBC – your original VCU fan shop. Friendly faces and the best selection of VCU merch. Let's show our #RamPride! #VCU #ShopRVA @VCUAthletics
• •Email Newsletter Snippet (Back to School Theme): Welcome back, Rams! Start the semester in style with fresh VCU gear from VBC. For over 35 years, we've been your affordable, local source for everything VCU. Stop by and say hi – we love our Ram family!