Brand Tone

Enthusiastic, Passionate, Friendly, Approachable, Creative, Inspired, Appreciative, Informal, and Engaging

Brand Values

• •Fandom Celebration: Providing a means for fans to express their love and support for BTS.
• •Creativity and Originality: Offering unique designs that are distinct from official merchandise but still resonate with the fandom's inside jokes, aesthetics, and appreciation.
• •Community Connection: Fostering a sense of belonging among fans through shared merchandise and interests.
• •Quality: Aiming to provide well-made products that fans will be proud to own and use.
• •Accessibility: Making fan-inspired merchandise available to a wider audience.

Best Practices

• •Know Your Audience (ARMY): Deeply understand BTS fandom culture, including inside jokes, significant dates, members' personalities, popular songs, and common phrases (e.g., "Borahae," "I purple you," member-specific catchphrases). Use this knowledge authentically.
• •Embrace Enthusiasm and Positivity: The BTS fandom is known for its passion and supportive nature. Your copy should reflect this energy. Use emojis, exclamation points (judiciously), and upbeat language.
• •Be Inclusive and Community-Focused: Use collective terms like "we," "us," and "ARMY" to foster a sense of belonging. Encourage interaction and sharing.
• •Highlight Uniqueness and Fan-Centricity: Emphasize that the merchandise is "fan-made," "inspired by," or "designed for ARMYs." This sets expectations and highlights the unique value proposition.
• •Stay Updated and Relevant: The BTS world moves fast with new music, content, and trends. Keep your copy fresh by referencing current happenings, but always ensure references are respectful and well-understood by the broader fandom. Create a style guide that outlines key phrases, tone words, and even things to avoid, to ensure consistency across all communications.

Social Perception

Positive if offering creative, good-quality items that official channels might not provide, allowing for more diverse expressions of fandom. Negative perceptions can arise from poor quality, unoriginal designs, or poor customer service. Authenticity and ethical considerations are also important.

Copy Examples

• •✨ NEW DROP ALERT! ✨ Get ready to shine brighter than a 'Dynamite' music video with our latest 'Permission to Dance' inspired collection! We poured all our ARMY love into these designs. Which piece is calling your name? 👇 Shop now via the link in bio! #BTS #ARMY #BeyondTheShirt #BTSMerch #FanmadeWithLove
• •Happy #MOTSAnniversary, ARMY! 💜 To celebrate, we're dreaming up some new designs inspired by the 'Map of the Soul' era. What are your favorite lyrics or moments that you'd love to see on a tee or a tote? Let us know! #BTSARMY #BeyondTheShirt #FanArt
• •Beyond The Shirt: Wear Your ARMY Heart on Your Sleeve. ✨ Explore unique, fan-made BTS inspired merch designed by fans, for fans. Borahae! 💜
• •💜 You Got No Jams? We Got New Merch! Fresh BTS-Inspired Drops Inside! (Body snippet): Hey ARMY! Ready to upgrade your fan collection? Our new arrivals are here, celebrating everything from iconic eras to our favorite inside jokes. Find your next favorite piece at Beyond The Shirt!
• •Channel your inner Hobi with this sunshine-inspired tee! ☀️ Perfect for concert days (or just rewatching 'Run BTS!' for the 100th time). Lovingly designed by Beyond The Shirt. #BTS #JHope #BTSFashion #ARMYStyle #BeyondTheShirt #KpopMerch