Brand Tone

passionate, resilient, and community-focused

Brand Values

• •Community
• •Passion for Music
• •Legacy and Authenticity
• •Resilience
• •Curated Selection

Best Practices

• •Speak the Language of Music Fans: Use terminology that resonates with your audience (e.g., "crate digging," "180-gram vinyl," "gatefold"). This shows you're part of their world.
• •Celebrate the Physicality of Music: Emphasize the tactile experience of vinyl – the artwork, the liner notes, the act of putting a record on the turntable. This differentiates you from digital-only music platforms.
• •Be a Community Voice: Share news about local bands, concerts, and other community events. Position the brand as a central hub for the local music scene, not just a retailer.
• •Embrace Your Niche: Don't be afraid to highlight your specialty genres. This builds a loyal following of customers who are passionate about the music you carry.
• •Maintain a Resilient and Forward-Looking Tone: Acknowledge the store's history and challenges, but always frame the narrative around the future. This inspires confidence and keeps the community engaged in the brand's journey.

Social Perception

X-Ray Records is widely perceived as a cornerstone of the Regina music scene. Customers view it as an authentic and cherished local institution, a place of discovery for music lovers. The original owner, Dave Kuzenko, is remembered as a beloved and knowledgeable figure, and this positive association has largely transferred to the brand itself. While the transition to a new owner and an online-first model has presented some operational challenges, the customer base remains largely supportive, demonstrating a willingness to stand by the local business. The news of a new physical location has been met with enthusiasm, indicating a strong desire for the return of the in-person record store experience.

Copy Examples

• •The wait is over. The new album from [Artist Name] has landed at X-Ray. You've been asking, and we've been listening. We've got a fresh shipment of [Album Title] on 180-gram vinyl. The sound is massive, and the artwork is stunning. Come feel the music. Available online and in-store. Link in bio to grab your copy before it's gone. #NewMusicFriday #VinylCommunity #SupportLocalYQR #XRayRecords
• •For the Love of Metal: Digging Deeper into Our Collection. From classic thrash to modern doom, our metal section is more than just records; it's a testament to the power of the riff. We've just added some rare pressings and all-time classics to our online store. Whether you're a seasoned collector or just starting your journey, we've got something for you. Explore the collection.
• •Get Ready to Flip: Our Grand Re-Opening is Almost Here! The next chapter for X-Ray Records is about to begin. Join us on [Date] for the grand re-opening of our new store at [Address]. We'll have special discounts, a few surprises, and, of course, tons of incredible vinyl to dig through. We can't wait to welcome the community back. RSVP to our Facebook event for updates!
• •Your Next Favorite Record, Delivered to Your Door. Can't make it to the store? No problem. Our online shop is open 24/7. We're constantly updating our inventory with new arrivals and classic finds. Get the full X-Ray Records experience from the comfort of your couch. Shop now. Free shipping on orders over $125.
• •More Than a Record Store. Since 1987, we've been a home for music lovers in Regina. We've been through a lot, but our passion for music and our commitment to this community have never wavered. Thank you for being part of our story. Here's to the next chapter.