Brand Tone

Practical, transparent, and no-frills, with an undercurrent of empowerment.

Brand Values

• •Value for Money
• •DIY and Customization
• •Sustainability and Resourcefulness
• •Transparency

Best Practices

• •Embrace Transparency: Always be upfront about the nature of the products. Use terms like "factory seconds," "rejects," "cosmetic flaws," and "DIY project" to set clear expectations.
• •Focus on the "Why": Highlight the benefits of buying their products – affordability, uniqueness, the satisfaction of a DIY project. The copy should inspire creativity and resourcefulness.
• •Use a Direct and Simple Language: Avoid marketing jargon and overly descriptive, flowery language. The tone should be like a knowledgeable friend giving a recommendation.
• •Show, Don't Just Tell: Use high-quality photos of the actual products, clearly showing the "booboos." Encourage customers to send in photos of their finished builds to create a community and showcase the potential of the parts.
• •Speak the Language of the Builder: Use terms that resonate with the target audience (e.g., "tonewood," "sustain," "sanding," "finishing"). This demonstrates an understanding of their craft and builds credibility.

Social Perception

Perceived as a "hidden gem" and "go-to" source for DIY guitar enthusiasts, respected for providing valuable, affordable, quality wood, with the understanding that some additional work may be required for a great result.

Copy Examples

• •Your Perfect Guitar Isn't in a Store. It's in Your Hands. We provide the high-quality tonewoods with a little bit of character. You provide the vision and the elbow grease. Build a guitar that's truly yours with our 'reject' bodies and necks.
• •Flawed? Or Full of Potential? Our guitar parts have minor cosmetic imperfections that save you money. To us, that's not a flaw; it's an opportunity. Start your next project with Boo Boo Guitars and create something one-of-a-kind.
• •The Luthiers' Secret Source for Affordable Parts. For years, builders have been using our factory-second parts to create incredible custom guitars. Now, the secret's out. Get top-grade wood without the top-shelf price.
• •Don't Just Play Your Guitar. Build It. There's a special connection you have with an instrument you've built yourself. We supply the high-quality, 'imperfect' parts. You make the magic happen.
• •More Build, Less Bill. Why pay for perfection when you can create it yourself? Our range of 'boo boo' guitar bodies and necks are the perfect starting point for your next custom build, without breaking the bank.