Brand Tone

Youthful, irreverent, humorous, edgy, and highly connected to internet/meme culture; direct and expressive.

Brand Values

• •Self-Expression
• •Individuality
• •Relevance to internet culture

Best Practices

• •Develop a Social Media Presence Immediately: The brand's products are perfect for platforms like Instagram and TikTok. Create accounts and start posting content that reflects the humor of the hats. Use trending audio, engage with meme culture, and encourage user-generated content by featuring customers wearing the caps.
• •Rewrite All Website Copy: Overhaul the 'About Us' page, product descriptions, and FAQ sections to match the brand's product personality. Use a conversational, witty, and direct tone. Tell the story behind the brand, even if it's a simple one, but do it with the same humor found on the hats.
• •Embrace the Niche: Don't try to be a generic hat company. Lean into the fact that the brand is for a specific type of person who understands internet culture. Use this as a filter for all marketing copy. The goal isn't to appeal to everyone; it's to build a loyal community that 'gets it'.
• •Create a 'Voice & Tone' Guide: Document the brand's voice humorous, self-aware, direct, and culturally savvy. Define its personality (e.g., 'the funny friend in the group chat'). This guide will ensure that anyone writing for the brand, from social media managers to customer service reps, does so consistently.
• •Inject Personality into Every Touchpoint: The brand's voice should be present everywhere. This includes order confirmation emails, shipping notifications, and even the return policy. Turn these mundane interactions into opportunities to reinforce the brand's character (e.g., Shipping email subject: 'Your hat is on a secret mission to your mailbox').

Social Perception

Currently a blank slate; no discernible public or social perception due to lack of online presence and engagement. Perception is defined only by individual customer's direct experience with the website and product.

Copy Examples

• •Your brain is huge. Your thoughts are weird. Put them on a hat. FREE shipping on orders over $50.
• •You asked for it. Or maybe you didn't, but we did it anyway. We just dropped a new collection of hats that are probably too specific for most people. But you're not most people. Check 'em out before they're all over your feed.
• •(Image: A person wearing a cap with a funny slogan) Stop tagging your friends in memes. Wear them instead. Tap to shop the official uniform of being Extremely Online.
• •For when you need to let the world know you've got that dawg in you. This isn't just a hat; it's a public service announcement. Unstructured, 100% cotton, and 100% guaranteed to make at least one person who gets it nod in approval. Wear it responsibly.
• •Still thinking about that hat? It's thinking about you too. Come back and give it a home. Your head's looking a little bare.