Brand Tone

Welcoming & Friendly, Enthusiastic & Passionate, Community-Focused, Knowledgeable, Informative

Brand Values

• •Community Building
• •Inclusivity
• •Passion for Gaming
• •Customer Focus & Service
• •Accessibility
• •Tradition & Local Presence

Best Practices

• •Embrace 'Friendly & Welcoming': Ensure all communications, from social media replies to in-store signage, use warm, approachable language. Staff training should emphasize creating a welcoming first impression.
• •Speak the Language (Authentically): Use gaming-specific terminology naturally where appropriate (e.g., 'Planeswalkers,' 'reinforcements,' 'crusade'), showing you're part of the community, not just selling to it. Avoid overusing jargon that might alienate newcomers.
• •Highlight Community & Events: Regularly showcase community activities, player spotlights (with permission), and event information. Frame the store as a gathering place, not just a retail outlet.
• •Be Enthusiastic & Passionate: Let genuine excitement for new releases, game nights, and the hobby in general shine through in your posts and descriptions. Use exclamation points judiciously to convey energy.
• •Maintain Inclusivity: Language should be open and inviting to gamers of all levels and backgrounds. Regularly reinforce that everyone is welcome to shop, play, and learn.

Social Perception

Incom Gaming is largely perceived very positively by its customers and the local gaming community. It's seen as a vital local hub for tabletop gamers in Cheltenham, particularly for Warhammer, Magic: The Gathering, and other wargames/card games. The staff are consistently praised for being friendly, helpful, and knowledgeable. The store is recognized for its extensive product range and fair pricing. The gaming centre aspect, with its regular events and welcoming atmosphere (enhanced by the pub location), is a major draw and contributes to its reputation as a strong community builder. It's considered a reliable and go-to place for both purchasing products and participating in the gaming hobby.

Copy Examples

• •Hear ye, hear ye, Planeswalkers! Tuesday Night Magic is calling! Shuffle up and deal from 7 PM. Whether you're a seasoned pro or new to the Multiverse, our tables are open for epic duels and friendly games. See you at the Centre! #LoveIncom #MTG #CheltenhamEvents
• •Fresh reinforcements have landed! The latest Warhammer 40,000 releases are now in stock. Bolster your armies and claim glory on the tabletop. Shop online or visit us in-store for your hobby fix. Your crusade starts at Incom! #Warhammer40k #NewReleases #FLGS
• •What epic game are you bringing to the table this week? Share your weekend wargaming plans or board game conquests below! We love seeing what our community is passionate about. #IncomGamingCommunity #TabletopTuesday
• •Welcome to Incom Gaming, Cheltenham's heart of tabletop adventure! More than just a store, we're a friendly local gaming hub where passion for board games, wargames, and TCGs comes alive. Join our inclusive community, explore vast game worlds, and enjoy a unique experience at our licensed venue. Your next quest awaits! #FriendlyLocalGameStore #Cheltenham
• •Level up your hobby for less! This week only, get 10% off all board games. Perfect for discovering a new favorite or expanding your collection. Pop into Incom Gaming Centre or shop online – because everyone deserves a great game. #BoardGameGeek #Sale #IncomGamingDeals