Brand Tone

Edgy & Rebellious, Youthful & Street-Savvy, Individualistic & Non-Conformist, Direct & Confident

Brand Values

• •Individuality/Self-Expression
• •Quality
• •Anti-Fast Fashion
• •Support for Art & Design
• •Transparency & Trust (for the CBD branch)

Best Practices

• •Define Your Voice Pillars: Clearly articulate 3-5 core characteristics of your brand voice (e.g., Rebellious, Confident, Witty, Authentic, Youthful). Ensure all copywriters understand and apply these.
• •Know Your Audience Intimately: Understand their slang, their humor, their aspirations, and their pain points. Speak their language authentically, without pandering. For High Standards, this means staying current with youth and streetwear culture.
• •Use Consistent Language & Terminology: Develop a brand glossary of preferred terms and phrases (and ones to avoid). For example, decide on the level of formality, use of slang, and specific calls to action.
• •Visuals and Copy Must Align: Ensure the tone of the copy perfectly complements the visual style of your brand. Edgy copy with conservative visuals (or vice-versa) creates dissonance. High Standards' current visual style on Instagram and their website supports an edgy tone.
• •Be Authentic and Transparent (Especially with Dual Offerings): If the brand continues to operate both as a streetwear label and a CBD shop under a similar name/domain, it's crucial to be clear in communications. Acknowledge the different facets of the brand if necessary, or clearly delineate them to avoid confusion. Authenticity in streetwear also means being true to the culture and values it represents.

Social Perception

Limited Widespread Recognition (for the clothing line), Potential Brand Dilution/Confusion, Niche Appeal, Positive Local Perception (for the CBD Shop), Social Media Engagement

Copy Examples

• •Headline: Mainstream is Dead. Wear Your Revolt. Body: Tired of blending in? High Standards is your armor. Cop threads that scream *you*, not them. #HighStandards #StreetwearRebellion #OwnYourStyle
• •Headline: Don't Lower Your Standards. Or Your Style. Body: They say "fit in." We say "stand out." Our latest drop is for the ones who dare. Quality gear, zero apologies. Link in bio. #HighStandardsFashion #StreetCulture #DareToBeDifferent
• •Headline: Your Vibe. Your Rules. Your Wardrobe. Body: Life’s too short for boring clothes. Unleash your alter ego with High Standards. Fresh designs just landed – get ‘em before they’re gone. #StreetwearGermany #Individuality #NewCollection
• •Headline: Warning: May Cause Serious Style Envy. Body: Rock High Standards and watch heads turn. We’re not just clothes; we’re a statement. Ethically sourced, designed for the bold. What are you waiting for? #EdgyStreetwear #HighStandardsLifestyle #MakeAStatement
• •Headline: Not For The Faint Of Heart (Or Style). Body: If you follow the crowd, keep scrolling. High Standards is for the leaders, the renegades, the artists of their own lives. Explore the new collection and define your own damn trend. #BeTheStandard #StreetArtFashion #NonConformist