Brand Tone

Humorous/Comedic, Informal/Casual, Authentic/Relatable, Edgy/Provocative, Engaging/Inclusive

Brand Values

• •Friendship
• •Authenticity/Honesty
• •Humor (No Holds Barred)
• •Entertainment
• •Community

Best Practices

• •Embrace Imperfection: Don't be afraid to be raw, a little messy, and use informal language. The podcast isn't slickly produced, and the copy shouldn't be either.
• •Channel the Hosts' Voices: Write as if Bobby or Andrew are saying it. Think about their distinct comedic styles – Bobby's chaotic energy and Andrew's sharp wit – and let that influence the copy.
• •Use Humor Extensively (and appropriately for the brand): The humor is irreverent, sometimes dark, and often self-deprecating. The copy should reflect this. Don't shy away from inside jokes that resonate with the fanbase.
• •Be Conversational and Direct: Address the audience like they are friends (or "bad friends"). Use contractions, slang (where appropriate), and a direct, engaging tone.
• •Stay Authentic to the "Bad Friends" Ethos: The core of the brand is two friends being themselves. Copy should feel genuine and avoid overly corporate or polished language. It’s about being funny, sometimes controversial, but always real.

Social Perception

Highly Entertaining, Love/Hate (but mostly love), Relatable and Real, Chemistry is Key, More than Just Jokes, Merchandise as a Badge of Fandom

Copy Examples

• •Instagram Post for New Episode: "Your Monday just got less sh*tty. New BAD FRIENDS is up. Try not to laugh so hard you scare your coworkers. Or do. We don't care. Link in bio, weirdos."
• •Merch Ad (T-shirt): "Cover your torso with the only thing less offensive than our jokes. The NEW [Item Name] tee is here. Get it before Bobby eats them all. `badfriendsmerch.com`"
• •Facebook Post Engaging Fans: "Alright, you degenerates. What's the most 'Bad Friends' thing you've done this week? Keep it legal-ish. We'll read the best (worst?) on an upcoming ep."
• •Patreon Promotion: "Want the REAL dirt? The stuff too spicy for the main feed? Join our Patreon. It's where the truly bad friends hang. Your support means more unhinged content. You're welcome. patreon.com/badfriends"
• •Live Show Promo: "Get ready to be uncomfortable in person! Bad Friends LIVE is coming to [City]! Buy tickets now if you hate your eardrums and love questionable life choices. Link to tickets before they're gone (or we get cancelled)."