Brand Tone

Irreverent, youthful, humorous, and relatable. It speaks the language of South African youth culture, using slang naturally. The content is unfiltered and often edgy, reflecting the anonymous confessions it's built upon, with an underlying tone of camaraderie and shared experience.

Brand Values

• •Community
• •Anonymity & Free Expression
• •Entertainment & Fun
• •Entrepreneurial Spirit
• •Safety & Care

Best Practices

• •Use Community Language: Continue using authentic South African youth slang (e.g., "jol," "braai," "mates"). This validates the brand's roots and resonates with the target audience.
• •Balance Edgy with Responsible: While the brand's core is edgy humor, balance it by promoting safety-conscious products and messages. This builds trust and shows maturity.
• •Prioritize User-Generated Content (UGC): Always make the community the hero. Repost UGC, use their confessions (anonymously) as prompts for content, and frame products around their lifestyle.
• •Keep it Real and Unfiltered: Avoid overly polished corporate speak. The brand's voice is that of a friend sharing a funny, shocking, or relatable story. Maintain that authenticity in all copy.
• •Create a Narrative from Page to Party: Connect the dots for the audience. A confession on the Instagram page can become a TikTok interview topic, which can then be used to promote a product or event that fits the theme. This creates a cohesive brand experience.

Social Perception

The public perceives ConfessionsZA as a massively successful and influential youth brand in South Africa. It is seen as a go-to source for entertainment and a relatable reflection of student life. The brand's merchandise is popular not just as a product but as a symbol of being part of the "in-group" or "family." The transition from a confessions page to a full-fledged brand involved in major national events like Ballito Rage has cemented its legitimacy and widespread recognition.

Copy Examples

• •Winter is coming. Your new uniform for late-night talks and early morning classes has arrived. 100% comfy, 100% ready for the next jol. Tag the friend who’d steal this from you. #ConfessionsZA #MerchDrop #MadeForJol
• •Think our page is wild? Wait 'til you get to #Confesstival2025. Tickets are selling fast! Link in bio. Don't miss out. #ConfessionsZA #RageFestival2024 #SouthAfrica
• •Your pre-drinks deserve an upgrade. Our beer-proof Kings cards and durable pong sets are built to survive any party. Quality so good, you'll never have to buy another set. Shop the party essentials now. #ConfessionsZA #StudentLife
• •Look out for your mates. Jol safely. Our Anti-Spiking Scrunchie has you covered. #SafetyFirst
• •From thousands of unread confessions to seeing you rep our merch at events, this family never ceases to amaze us. You are the brand. As a thank you, here's an exclusive first look at our next drop... and maybe a little discount, just for you. #ConfessionsFamily