Brand Tone

A blend of Reverent Storytelling and Relatable Adventure, characterized by a somber, respectful approach to historical places and an authentic, passionate excitement for urban exploration, with a community-focused appreciation for the audience.

Brand Values

• •Historical Preservation
• •Authentic Storytelling
• •Respect for the Past
• •The Thrill of Exploration
• •Sustainable Practices

Best Practices

• •Always frame the narrative around the people who lived there, not just the building. Use words like "story," "memory," "legacy," and "life" to evoke emotion and connection.
• •In your copy, pair words of respect and history ("somber," "forgotten," "preserved") with words of excitement and discovery ("uncover," "journey," "explore"). This captures your unique tonal blend.
• •When speaking about the mission, use "we" and "our" to include the audience. Phrases like "Join us on our journey" or "Together, we can preserve these stories" make fans feel like part of the Bros of Decay team.
• •Consistently mention the non-intrusive nature of your work. Reinforce that you are there to document, not to disturb. This builds trust and differentiates you from less respectful explorers.
• •Instead of a simple "Buy Now," frame your CTAs around the brand's values. For example, "Support the Mission," "Wear the Story," or "Fund the Next Exploration." This turns a commercial transaction into a contribution to a shared goal.

Social Perception

Overwhelmingly positive, seeing them as respected documentarians and authentic, engaging creators. They are praised for honoring the beauty of places and their in-depth historical research. Viewers connect with the hosts as relatable and trustworthy, and their content and merchandise are recognized for high quality.

Copy Examples

• •The music stopped in 1983. But if you listen closely, the story still echoes through these halls. For over 40 years, the Château de l’Artiste has been silent, holding the memories of a family torn apart by tragedy. We stepped inside to piece together their final chapter. Watch our new exploration now. Link in bio. #BrosOfDecay #Urbex #AbandonedMansion #ForgottenHistory
• •Some buildings can't be saved. But their stories can. This hoodie is for the explorers, the storytellers, and the quiet observers who believe that every ruin has a soul. Made from an ultra-soft, sustainable cotton blend and printed only when you order, it’s a reminder that our mission is to preserve what time has forgotten. Wear the story. #PreserveHistory
• •We don’t just see decay. We see the last letter never sent, the family portrait left on the wall, the history waiting to be told. Bros of Decay is a journey into the world's most breathtaking abandoned places. Subscribe to our channel and help us bring history back to life, one story at a time.
• •They left everything behind... // We came to find their story. // New exploration this Sunday.
• •History is fading. We're here to press pause. Explore the stories of the abandoned world with us.