Brand Tone

relatable, humorous, authentic, and edgy

Brand Values

• •Authenticity
• •Community
• •Humor as a Coping Mechanism
• •Self-Expression

Best Practices

• •Lead with Personality: The brand is "Cool Mom Lavonne," not just "Coolmommerch." All copy should channel her voice a mix of funny, tired, loving, and a little bit rebellious.
• •Use "Mom Insider" Language: Use slang and references that the target audience will immediately get (e.g., "touched out," "snack dealer," "nap trapped"). This creates an instant sense of belonging.
• •Balance Humor with Heart: While the edgy humor is a key differentiator, it should be grounded in the real love and challenges of motherhood. Posts about anxiety or feeling overwhelmed should be part of the mix to maintain authenticity.
• •Keep it Short and Scannable: The target demographic is busy. Use short sentences, bullet points, and emojis to make content easy to digest on a phone while juggling other tasks.
• •Encourage Engagement with Questions: End social media posts with questions that invite community interaction. For example, "What's the most 'unhinged' thing you've done as a mom this week? Share below!" This builds the community value that is central to the brand.

Social Perception

Coolmommerch is perceived as a genuine, influencer-led brand that resonates with modern mothers. Customers view products as fun and high-quality, and the brand is accepted as a legitimate player in the "mom merch" niche, part of a larger trend for "cool moms."

Copy Examples

• •(Instagram Post for a T-shirt that says "Fueled by Caffeine and Cuss Words"): "Some days, coffee gives you the strength. Other days, a well-timed swear word does the trick. For all the days in between, there's this shirt. #momlife #coolmommerch #parentinghumor"
• •(TikTok Video Script): (Lavonne holding a new mug) "This is my 'Don't Talk To Me Until This Is Empty' mug. It's not a suggestion, it's a survival guide. Available now for all my fellow moms who need a minute... or sixty. Link in bio! #coolmom #momlifebelike #morningcoffee"
• •(Website Product Description for "Unhinged Mom" Hat): "Embrace the beautiful chaos. This hat is for the mom who has three different snack requests before 8 AM, can find a missing toy in the dark, and might be holding it all together with a dry shampoo and a prayer. You're not unhinged, you're a multitasking marvel. Wear it proudly."
• •(Facebook Ad): "Tired of pretending you have it all together? So are we. Our merch is for the moms who are keeping it real, one messy, beautiful, chaotic day at a time. Shop the collection and find the piece that says 'this is me.' #coolmom #motherhoodunplugged"
• •(Email Newsletter Subject Line): "Your New Favorite Shirt (You know, the one you'll actually wear)."