Brand Tone

Relatable and Witty, Empathetic and Understanding, Self-aware and Honest, Informal and Approachable, Slightly Irreverent

Brand Values

• •Self-Acceptance: Encouraging individuals to embrace their flaws and imperfections.
• •Authenticity: Promoting honesty about mental health struggles and everyday anxieties.
• •Humor as a Coping Mechanism: Using wit and sarcasm to deal with and discuss challenging feelings.
• •Community: Fostering a sense of belonging among those who identify as "bad perfectionists," overthinkers, or anxious individuals.
• •Vulnerability: Creating a space where it's okay to not be okay.

Best Practices

• •Create a "Voice Guide": Document the key elements of your brand tone (e.g., witty, empathetic, sarcastic, self-aware). Include "words we use" and "words we avoid." This ensures anyone writing copy understands the nuances. For Bad Perfectionist, this would include embracing imperfect grammar or phrasing if it adds to the humor or relatability, within reason.
• •Know Your Audience Deeply: Continuously reflect on who the "Bad Perfectionist" customer is. What are their specific pain points, humor triggers, and what language resonates most with them? The copy should always sound like it's speaking directly to someone who *gets it*.
• •Embrace Imperfection (Authentically): Given the brand name and ethos, don't be afraid to be a little raw or unpolished in the copy if it feels genuine. Overly corporate or perfectly manicured language would contradict the brand's core message.
• •Use Storytelling and Relatable Scenarios: Weave in micro-stories or common scenarios that perfectionists, overthinkers, or anxious individuals experience. This makes the copy more engaging and reinforces the brand's understanding of its audience (e.g., "That moment when you've proofread an email 10 times and still find a typo after hitting send? Yeah, we made a shirt for that feeling.").
• •Consistency Across All Channels: Ensure the brand voice is consistent everywhere – from product descriptions and website copy to email marketing, any potential social media, and even customer service interactions. This builds a strong, recognizable brand identity. If humor is a key element, ensure it lands well and doesn't alienate, always tying back to the core values of empathy and self-acceptance.

Social Perception

Customers who resonate with the themes of anxiety, perfectionism, and introversion likely perceive the brand as validating, humorous, and relatable. They may see the products as a form of self-expression and a way to connect with like-minded individuals. The brand likely appeals to those who appreciate dark humor or sarcastic wit regarding mental health.

Copy Examples

• •Pretty sure I've already replayed this caption in my head 17 times. If you get it, you're in. Welcome to the club. Our 'Overthinkers Society' tee – wear your membership card proudly (or anxiously, we don't judge).
• •Hey, Fellow Bad Perfectionist, Still trying to get that one thing *just right*? Yeah, us too. That's why we designed our latest collection – for those moments when 'done' is way better than 'perfect' (even if our brains scream otherwise). Check out the new stuff that totally gets you.
• •Caption this: You, trying to relax, but your brain has a to-do list for your to-do list. 🫠 Our 'Officially Done Adulting Today' mug gets it. Perfect for your fifth coffee or just staring blankly. #BadPerfectionist #AnxietyHumor #Overthinking
• •At Bad Perfectionist, we believe in the power of 'good enough' and the unifying force of a well-placed sarcastic comment. We're not here to fix your perfectionism (heck, we're still working on ours), but to give you a laugh and a nod of solidarity along the way. So, embrace your beautiful, chaotic, perfectly imperfect self.
• •Some run on ambition. Others? A potent mix of existential dread and caffeine. This mug is for the latter. Consider it your official uniform for conquering the day... or at least surviving until your next coffee. Cheers to being a Bad Perfectionist.