Brand Tone

Quirky and Playful, Relatable and Authentic, Humorous and Witty, Inclusive and Celebratory, Unconventional and Offbeat

Brand Values

• •Individuality and Self-Expression
• •Authenticity
• •Creativity and Imagination
• •Connection and Relatability
• •Joy and Lightheartedness

Best Practices

• •Create a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., quirky, witty, empathetic), including preferred vocabulary, humor style, and things to avoid. This ensures everyone writing for the brand is on the same page.
• •Know Your Audience Deeply: Understand their humor, their daily struggles, their aspirations, and the language they use. Kwurk’s copy already reflects this by targeting "quiet creatives" and "bold feelers." Continue to tailor copy to resonate with this specific group.
• •Embrace Imperfection and Relatability: Don't be afraid to be a little informal or to acknowledge the less glamorous parts of life, as seen in Kwurk's blog titles and newsletter descriptions. This builds authenticity.
• •Inject Personality Everywhere: From product descriptions and social media captions to email subject lines and even error messages, ensure the brand's unique voice shines through consistently. Kwurk’s "Not-So-Boring Emails" is a good example.
• •Review and Iterate: Regularly review all customer-facing copy to ensure it aligns with the established tone. Gather feedback, see what resonates with the audience (e.g., through social media engagement), and refine the voice over time.

Social Perception

A fun, relatable, and understanding brand that champions individuality, offering unique, non-mainstream products for self-expression, resonating with a younger, creative audience that appreciates humor, authenticity, and a less corporate approach. A niche, loyal following feels a special connection to the brand.

Copy Examples

• •Instagram Post for a New Notebook: "Adulting is hard. Writing down your chaotic thoughts in a ridiculously cool notebook? Slightly less hard. Get yours. Your brain will thank you (probably)."
• •Facebook Ad for Quirky Cards: "Forget boring greeting cards. Say what you *really* mean with a card that’s as wonderfully weird as your friendships. Tag a friend who needs one!"
• •Email Subject Line for a Limited Edition Drop: "Oops, We Did It Again (Made Something Awesome & There’s Not Much!)"
• •Product Description for a Mug: "This mug has witnessed more existential crises than your therapist. And it’s still here for you. Fill it with coffee, tea, or your tears. We don’t judge. #EmotionalSupportMug"
• •Website Banner for a Sale: "Our prices are dropping, but our commitment to your glorious weirdness remains sky-high. Treat your unique self!"