Brand Tone

Humorous and Self-deprecating, Nostalgic, Authentic/Relatable, Positive (underlying)

Brand Values

• •Humor in Adversity
• •Relatability
• •Embracing Identity
• •Community
• •Nostalgia & Internet Culture

Best Practices

• •Embrace the Humor of Misfortune: All copy should have an element of humor, specifically the kind that finds comedy in everyday bad luck or awkward situations. Avoid genuinely mean-spirited or overly negative tones. The humor is in the shared experience of things going comically wrong.
• •Use Relatable Scenarios: Ground the "bad luck" in experiences many people can identify with or find amusingly absurd. This makes the brand more engaging and the humor land better.
• •Maintain Kyle Craven's Voice (Authentic & Down-to-Earth): Even though the brand is "Bad Luck Brian," the underlying voice should reflect Kyle Craven's own approachable and good-humored personality. He's in on the joke.
• •Incorporate Nostalgia (Subtly): Acknowledge the meme's history and its place in internet culture, especially for audiences who grew up with it. Use phrases or references that might resonate with early 2010s internet users.
• •End with an Uplifting or Unifying Message (Where Appropriate): While the theme is "bad luck," the overarching message, as seen on the website, is about finding common ground, laughing together, and even spreading some positivity. Copy can reflect this by being inclusive and encouraging.

Social Perception

Iconic Meme, Symbol of Hilarious Misfortune, Kyle Craven as a Likeable Figure, Nostalgic Affection, Successful Meme Monetization

Copy Examples

• •Headline for a T-shirt: "My Life's a Meme. At Least It's This One. #BadLuckBrian" Body: Rock the legendary face of misfortune and remind everyone that things could always be... funnier? Perfect for days when nothing goes right.
• •Social Media Post (Instagram/Facebook) for a new mug: "Spills coffee on new white shirt. Buys Bad Luck Brian mug to commemorate the moment. ☕️➡️🤦‍♂️ Grab yours and embrace the chaos! Link in bio. #BadLuckBrian #MondayMood #CoffeeFail #MemeLife"
• •Website Banner for a Sale: "Bad Luck? Good Deals! 🎉 Turn that frown upside down (or at least get a cool shirt out of it). Shop the Bad Luck Brian Misfortune Markdown now!"
• •Product Description for a "Make Your Own Meme" Magnet: "Think your luck is worse than Brian's? Prove it. Create your own hilariously tragic scenarios with our Make Your Own Meme Magnet. The fridge is your canvas. Go nuts. #BadLuckBrian #DIYMeme #FridgeFun"
• •Email Subject Line for Newsletter: "Remember Me? Bad Luck Brian Has Some (Surprisingly Good) News!" Body Snippet: Still dodging falling pianos and rogue squirrels? Kyle Craven (aka the face you know and love) has been busy! Check out our new arrivals and share a laugh – because if Brian can smile, so can you.