Brand Tone

Professionalism, Community-Focus, Pride

Brand Values

• •Musical Excellence
• •Community & Tradition
• •Heritage
• •Resilience
• •Passion

Best Practices

• •Balance Prestige and Accessibility: Always blend the band's status as elite, 'A Grade' national competitors with their role as a friendly, accessible community group. Use language that conveys both excellence and warmth.
• •Anchor in Community: Explicitly mention 'West Auckland,' 'New Lynn,' or the local community in posts whenever relevant. This reinforces the band's identity and deepens its connection with its primary audience.
• •Celebrate Heritage with Pride: Regularly incorporate the band's long history (e.g., 'since 1923,' 'a century of music') into your storytelling. This builds authority and a sense of enduring tradition.
• •Champion the Members: Focus on the human element. Highlight the dedication, passion, and volunteer status of the musicians. This makes the high-level achievements feel more personal and relatable.
• •Maintain a Tone of Confident Passion: Whether announcing a win or inviting people to a local park concert, the tone should be consistently proud, passionate, and energetic. The language should reflect the vibrant and powerful sound of a brass band itself.

Social Perception

The public perceives the Waitakere Auckland Brass Band as a respected and high-achieving cultural institution deeply embedded in the West Auckland community. They are seen as both elite performers on the national stage and a familiar, friendly face at local gatherings. Their long history contributes to a perception of stability and tradition, while their consistent success in competitions affirms their reputation for quality and excellence. Their association with The Trusts and participation in civic events further solidify their image as a valuable community asset worth supporting.

Copy Examples

• •Experience the Power of Brass. Over 100 Years of Musical Excellence. From the national contest stage to the heart of our community, Waitakere Auckland Brass Band brings passion and precision to every note. Discover our upcoming events and join us for an unforgettable performance.
• •🎺 FREE COMMUNITY CONCERT! 🎺 We're bringing the big brass sound to [Park Name]! As a proud part of the West Auckland community for over a century, we love nothing more than sharing our music with our neighbours, friends, and family. Pack a picnic, bring the kids, and enjoy a fantastic afternoon of music in the sun. #WaitakereBrass #CommunityMusic #AucklandEvents #LiveMusic
• •WE DID IT! 🏆 Absolutely thrilled to take home [Award Name] at the National Championships! So proud of the hard work, dedication, and passion from every single member of our band. A huge thank you to our amazing conductor, our families, and our incredible community for the unwavering support. This one's for you, West Auckland! #BrassChampions #WaitakerePride #NZMusic #Dedication
• •Rehearsals are in full swing for our 'Brassed Off' concert! Get ready for a powerhouse performance celebrating the best of brass. Have you got your tickets yet? Book now at iTICKET.co.nz! #BrassedOff #LiveInAuckland #BrassBand
• •Keep the Music Playing for Another 100 Years. For over a century, our volunteer musicians have provided the soundtrack for West Auckland's most cherished events. From solemn ANZAC Day services to joyful Santa Parades, we are here for our community. A donation today helps us insure our historic instruments and continue our tradition of musical excellence for generations to come.