Brand Tone

Inclusive and Welcoming, Empowering and Affirming, Authentic and Personal, Community-Focused, Respectful and Aware, Direct and Unapologetic

Brand Values

• •Inclusivity
• •Self-Expression and Freedom
• •Community
• •Respect for Identity and History
• •Challenging Norms
• •Quality and Curation
• •Collaboration

Best Practices

• •Always Prioritize Inclusivity in Language: Use gender-neutral terms where possible and ensure messaging welcomes individuals of all gender identities. Explicitly reiterate that products are for 'every gender' or 'people of all genders.'
• •Emphasize Empowerment and Authenticity: Frame product benefits around self-expression, confidence, and the freedom to be oneself. Use phrases like 'define it for yourself.'
• •Speak from a Place of Understanding and Respect: Acknowledge the experiences of the target community, particularly those who have felt excluded by mainstream retail. Show reverence for the history and individuals who paved the way.
• •Maintain a Direct, Confident Voice: Be unapologetic about the brand's mission and who it serves. Avoid overly hesitant or explanatory language when discussing gender and identity within the context of the brand.
• •Foster a Sense of Community: Use copy to invite interaction, sharing, and connection. Position the brand as a supportive part of a larger movement or community.

Social Perception

A Niche Retailer for the LGBTQ+ Community, Inclusive and Affirming, Community-Oriented, A Go-To for Specific Accessories, Pioneering in Some Aspects, Supportive of Broader Causes

Copy Examples

• •Homepage Banner: 'Your Style. Your Terms. Butch Basix: Masculine-inspired goods for every identity. Define it for yourself.'
• •Product Description (e.g., for a shirt): 'More than just a shirt, it's a statement. Crafted for comfort, designed for your authentic expression. Because style knows no gender. #ButchBasix'
• •Social Media Post (Community Focus): 'We're more than a store; we're a community. Celebrating every shade of masculine expression. Share your #ButchBasix style and connect with a community that gets it.'
• •About Us Snippet: 'Born from a desire for a space that celebrates, not confines. Butch Basix offers the essentials for those who define masculinity on their own terms, honoring our history and building our future.'
• •Email Subject Line (for a new collection): 'New Basix Are In: Style That Speaks Your Language.'