Brand Tone

urban, edgy, youthful, authentic, and increasingly, inclusive and community-focused

Brand Values

• •Authenticity & Heritage
• •Individuality & Self-Expression
• •Community & Connection (#LoveMyHood)
• •Functionality & Style for Urban Life
• •Inclusivity & Diversity
• •Youth Empowerment
• •Adaptability & Relevance

Best Practices

• •Develop a "Voice Bible": Create a clear internal document outlining the Bench tone of voice, including approved vocabulary, phrases to avoid, and examples of on-brand and off-brand copy. This ensures everyone writing for the brand is aligned.
• •Deeply Understand the Target Audience: Continuously research and connect with the target demographic (urban professionals aged 24-28, and a younger, engaged audience). Use language, references, and humor that resonate authentically with them without trying too hard.
• •Embrace Storytelling around #LoveMyHood: Consistently weave the #LoveMyHood narrative into copy. Focus on the emotional connection to neighborhoods, communities, and the comfort/identity a favorite hoodie provides. Encourage user-generated content around this theme.
• •Highlight Authenticity and Heritage (Subtly): While modern, occasionally nod to the brand's late '80s Manchester roots and its connection to music and street culture. This adds depth and credibility. Avoid sounding dated; instead, frame it as enduring authenticity.
• •Be Consistent Across All Channels, Yet Adaptable to Platform Nuances: While the core tone should remain consistent, adapt the style slightly for different platforms. For instance, Instagram might be more visual with shorter, punchier captions, while a blog post could allow for more in-depth storytelling, but both must reflect the same core urban, authentic, and community-focused voice.

Social Perception

Established Streetwear Icon, Nostalgia & Revival, Quality and Affordability, Focus on Hoodies, Youthful & Trendy, Community-Oriented (via #LoveMyHood), Brand Recognition Variance

Copy Examples

• •Headline: Your City. Your Rules. Your Hood. Body: From rainy Manchester streets to your local skate park, Bench has been repping real urban style since '89. The new collection is built for how you live. #LoveMyHood
• •Instagram Caption (with image of someone wearing a Bench hoodie in a distinct neighborhood setting): Own your zone. The [Product Name] hoodie – your go-to for comfort, your statement for the street. Where does your Bench take you? Tag your adventures with #LoveMyHood.
• •Product Description Snippet (for a functional jacket): Engineered for the 24/7 grind. This jacket isn't just about looking good; it's about moving through your city, ready for anything. Water-resistant, breathable, and built with the street smarts you expect from Bench.
• •Email Subject Line: Level Up Your Layers: New Bench Drops Inside. Body: Don't just wear it. Live it. Our latest collection is inspired by the energy of the streets and the individuals who own them. Find your next favorite piece. #LoveMyHood
• •TikTok Video Concept: Fast-paced montage of diverse individuals in various urban settings wearing Bench, all lip-syncing to a trending sound about authenticity or city pride. Text Overlay: Real People. Real Style. Real Hoods. #LoveMyHood #BenchOriginal