Brand Tone

Humorous (specifically Dark Humor), Authentic/Relatable (for Veterans), Irreverent/Satirical, Community-Focused, Informal and Direct

Brand Values

• •Camaraderie/Shared Experience
• •Morale Boosting
• •Authenticity
• •Support for Veterans
• •Preservation of Military Culture/Humor

Best Practices

• •Know Your Audience (Inside and Out): Always write with the specific experiences, jargon (use appropriately), and shared understanding of British (and allied) military personnel and veterans in mind. The humor relies on this insider knowledge.
• •Embrace the Dark Humor (Authentically): Don't shy away from the characteristic dark and irreverent humor that is central to the brand, but ensure it comes from a place of shared experience and camaraderie, not bitterness or alienation.
• •Use Veteran-Centric Language and References: Incorporate slang, acronyms (sparingly, or explain humorously if needed for a slightly broader vet audience), and cultural references that resonate with the target demographic. This reinforces authenticity.
• •Maintain a Sense of Community and Shared Identity: Frame messaging to foster a feeling of belonging. Use 'we,' 'us,' and language that speaks to shared trials and triumphs. Highlight the 'by veterans, for veterans' aspect.
• •Keep it Real and Relatable, Avoid Polish: The tone isn't overly corporate or polished. It's more akin to banter among mates. Authenticity trumps perfect prose. While avoiding excessive errors (some reviews noted grammatical issues in related works), a slightly raw edge can add to the genuineness.

Social Perception

Positive among Target Audience, Niche, Respected for its Authenticity

Copy Examples

• •Facebook/Instagram Ad: Remember those days? The endless drills, the questionable rations, and the even more questionable decisions? ENDEX Comic: Packed with the dark humour only we understand. Grab your copy and have a proper laugh. #EndOfEx #MilitaryHumor #VeteranMade
• •Tweet/X Post: Civilians won't get it. But you will. ENDEX Comic Issue [Number] is out now. Prepare for NAAFI breaks and brass polishing, the funny way. Link in bio. #EndexComic #DarkHumour #ArmedForces
• •Product Description Snippet: Warning: May cause uncontrollable laughter and sudden urges to share 'no sh*t, there I was...' stories. ENDEX Comic is 48 pages of pure, unadulterated military humour, forged in the fires of experience. By veterans, for veterans. You've earned this laugh.
• •Email Subject Line: Your Morale Boost Has Arrived - ENDEX Comic Is Here!
• •TikTok Video Caption: Still got that squaddie sense of humour? 😂 ENDEX Comic gets it. Tap the link to see what all the fuss is about. #Miltok #BritishArmy #Veterans #FunnyComics #DarkComedy