Brand Tone

humorous, witty, empathetic, supportive, and unapologetic

Brand Values

• •Celebrating Neurodiversity/Individuality
• •Humor as a Coping Mechanism/Connector
• •Authenticity/Being Unapologetically You
• •Community and Support
• •Creativity

Best Practices

• •Embrace the Quirk: Don't shy away from humor, puns, and relatable ADHD-centric scenarios. The "weirdness" is a core part of the brand.
• •Speak Their Language: Use language and inside jokes that resonate with the neurodivergent community, particularly those with ADHD.
• •Be Genuinely Supportive and Empathetic: While humor is key, ensure the underlying message is one of understanding, acceptance, and empowerment. Avoid making light of genuine struggles in a dismissive way.
• •Maintain an Unapologetic Stance: Reinforce the idea of being proud of what makes one different.
• •Foster Community: Use inclusive language ("we," "us," "fellow minds") and encourage interaction and sharing of experiences to build a sense of belonging.

Social Perception

Relatable and Understanding, Fun and Engaging, Supportive, A Niche Brand with a Strong Identity

Copy Examples

• •Product Description (for a T-shirt): Warning: May spontaneously start new projects before finishing old ones. This tee gets it. Wear your glorious ADHD chaos with pride. #BuiltDifferentNYC #ADHDLife #EmbraceTheQuirk
• •Social Media Post (Instagram): Our brains are wired a bit like NYC traffic – a beautiful, chaotic masterpiece. And we wouldn't have it any other way. 😉 Tag a fellow 'Built Different' soul! #Neurodivergent #NYCStyle #UniqueMinds
• •Email Subject Line: Your Brain Called, It Said 'Add to Cart' (and then forgot why)
• •Website Banner: Officially making 'Wait, what was I saying?' a fashion statement. Welcome to Built Different NYC.
• •Ad Copy (Facebook/Instagram): Tired of pretending your brain works like everyone else's? So are we. Our gear celebrates the brilliant, the bizarre, and the beautifully Built Different. Shop the collection and find your people. #ADHDCommunity #UnapologeticallyMe #BuiltDifferent