Brand Tone

Enthusiastic, educational, and accessible, avoiding overly technical or elitist language. Friendly, encouraging, and consistently optimistic about the future of digital assets.

Brand Values

• •Community
• •Education
• •Accessibility
• •Optimism
• •Entrepreneurship

Best Practices

• •Use Community-Specific Language: Incorporate popular crypto slang like "HODL," "WAGMI" (We're All Gonna Make It), "Diamond Hands," and "To the Moon" authentically to build rapport and show you're part of the community.
• •Balance Education and Promotion: Always lead with value. Structure posts around an educational tip, news update, or motivational insight before introducing a product. The primary goal should be to inform, with sales as a secondary outcome.
• •Maintain Relentless Optimism: The crypto market is volatile. Your tone should remain a source of stability and optimism, focusing on long-term potential rather than short-term fear. Frame downturns as buying opportunities or learning experiences.
• •Engage Directly and Personally: Respond to comments, ask questions, and run polls to foster a two-way conversation. Using "I" and speaking from Josh's personal perspective strengthens the personal brand connection.
• •Be Visually Cohesive: Use consistent branding (logos, color schemes) and content formats (e.g., specific templates for news updates, infographics, and memes) across all platforms to create a recognizable and professional identity.

Social Perception

Largely positive, especially among new to intermediate crypto investors. Perceived as a reliable educator, a positive and motivating community figure, and a business providing merchandise for crypto enthusiasts with no significant negative sentiment regarding product quality or customer service.

Copy Examples

• •Headline: Rep the revolution. 💎🙌 Body: Whether you're a Bitcoin maximalist or an altcoin hunter, our new "Diamond Hands" hoodie was made for you. Stay comfy, stay strong. Link in bio to shop the collection! #CryptoLife #HODL #CryptoApparel
• •Market dips are temporary, but knowledge is forever. Don't panic, get educated. What's one crypto project you're still bullish on for the long term? Let's talk 👇 #Crypto #Bitcoin #WAGMI
• •The Next Crypto Bull Run: 5 Signs I'm Watching RIGHT NOW!
• •Product: The "To The Moon" Tee Description: More than just a shirt—it's a statement. Made from 100% premium cotton, this tee is for the dreamers, the believers, and the HODLers. Show the world where you're headed.
• •📈 Your Weekly Crypto Briefing: Don't Miss These Market Moves...