Brand Tone

Relatable, Witty, and Empowering, with a "little bit badass" attitude, blending humor with direct, casual language.

Brand Values

• •Empowerment
• •Authenticity
• •Community
• •Humor & Resilience

Best Practices

• •Speak the Customer's Language: Use casual, direct language and incorporate slang and phrases common among your target audience (e.g., "Tired as a Mother," "Chaos Coordinator").
• •Lead with Relatability: Start captions and copy with a relatable scenario or feeling, acknowledging shared struggles and triumphs to build immediate connection.
• •Balance Wit with Empowerment: While humor is key, ensure it's underpinned by an empowering message. The joke should highlight strength and resilience, supported by the "backbone."
• •Be Unapologetically Bold: Don't shy away from being a little edgy, embracing the brand's identity as an alternative to mainstream, softer brands.
• •Foster Community in Your Copy: Use inclusive language ("we," "our community") and ask questions to encourage engagement, framing products as symbols of a shared identity.

Social Perception

Customers and the public perceive Braids and Backbone as a relatable and edgy lifestyle brand, seen as a go-to source for apparel that expresses the unfiltered thoughts and feelings of modern mothers. It is appreciated for departing from traditional mom-centric brands, aligning instead with millennial and Gen X mothers who value individualism and humor, fostering a loyal community.

Copy Examples

• •Running on caffeine and chaos. Our 'Tired as a Mother' crewneck is the official uniform for getting it done, even when you're running on empty. Because you've got the backbone for it. Tap to shop the mood.
• •Unapologetic Apparel for Unapologetic Women. Your clothes should be as bold as you are. From carpool lines to late-night deadlines, wear your story with pride. Funny, fierce, and always real. Find your new favorite tee at Braids and Backbone.
• •Meet your new sidekick for orchestrating the beautiful mess. This isn't just a planner; it's a testament to your power to manage meltdowns, meetings, and everything in between. With sections for 'Tiny Human Tampering' and 'Big Goal Crushing,' you'll have the backbone to handle it all.
• •Inside: Your new favorite shirt (and a little bit of sanity). Because you're doing it all. We've got the comfy, witty apparel to prove it.
• •Mom life essentials: Coffee, keys, and a shirt that says it all so you don't have to. Our witty apparel is for the woman who embraces both the braids and the backbone of her daily life. #MomLife #Womanhood #FunnyTees #BraidsAndBackbone