Brand Tone

Informal and Direct, Internet/Streamer Culture Savvy, Community-Oriented, Potentially Edgy/Playful

Brand Values

• •Presence/Participation
• •Content Creation/Internet Culture
• •Authenticity
• •Recognition (for Timur)

Best Practices

• •Know Your Audience (The IShowSpeed Community): Use language, memes (sparingly and if appropriate), and references that resonate with IShowSpeed's fanbase. Understand their inside jokes and community slang, but use it authentically.
• •Embrace the "Behind-the-Scenes" Angle: Highlight Timur's role. Copy could play on themes of observation, being present, and the "unsung hero" aspect, all while tying back to the "I SHOWED UP" mantra.
• •Keep it Simple and Direct: Avoid overly corporate or formal language. The tone should feel like it's coming from a peer within the community. Product descriptions should be clear and benefits-oriented (even if the benefit is "supporting Timur" or "being part of the crew").
• •Lean into Exclusivity/Community: Frame merchandise as a way to be part of an exclusive club or to show support for a key community figure. Use calls to action that encourage engagement and a sense of belonging.
• •Maintain Authenticity: Since the brand is tied to a real personality, the voice should feel genuine to Timur's perceived persona (even if it's largely shaped by his association with IShowSpeed). Avoid hype that feels forced or inauthentic to the low-key nature of a cameraman.

Social Perception

Linked to IShowSpeed, Niche Audience, Supportive of Timur, Emerging/Cult Following

Copy Examples

• •Timur Merch: You've seen him behind the scenes. Now rock the gear. #IShowedUp
• •Light up your setup like Timur lights up the stream. The official Timur Lamp – get yours before it's gone!
• •Big thanks to everyone repping the 'I SHOWED UP' tee! You're the real ones. Tag us in your merch! #TimurShop #SpeedGang
• •NEW MERCH DROP: Timur's latest just hit the store!
• •From behind the camera to in your closet. Timur Shop is for the real ones who know what it means to show up. This is for the community.