Brand Tone

irreverent, humorous, and sarcastic

Brand Values

• •Originality and Individuality
• •Humor and Authenticity
• •Niche Community

Best Practices

• •Embrace the Wit: Every piece of copy, from product titles to error messages, should reflect the brand's core humorous and sarcastic tone. Keep it sharp, clever, and consistent.
• •Know Your Audience: Write as if you are speaking to a friend who shares your sense of humor. Use informal language, cultural references, and inside jokes that resonate with your target niche.
• •Be Unapologetically Bold: Don't shy away from edgy or controversial humor if it aligns with the brand's identity. The brand's strength is its niche appeal, not its ability to please everyone.
• •Keep it Simple and Direct: Sarcasm and wit are most effective when they are clear and to the point. Avoid overly complicated sentences or jargon. The humor should land immediately.
• •Create a 'Club' Vibe: Use inclusive language like "we," "us," and "you're one of us now" to foster a sense of community. This reinforces the "Clubhouse" name and makes customers feel like they are part of an exclusive group.

Social Perception

Due to the lack of a significant external online presence, the social perception of Dave's Clubhouse is largely unformed in the public sphere. The perception is confined to the customers who visit and purchase from the website. For this audience, the brand is likely perceived as a source of unique, funny, and relatable products that reflect their own personality and sense of humor. The brand is a niche player, and its appeal is to a self-selecting group rather than a broad, general audience.

Copy Examples

• •Your daily dose of sarcasm is now wearable. Don't just think it, wear it. Shop our new collection of brutally honest t-shirts. #DavesClubhouse #SarcasmIsAService
• •Let's be real, mornings are terrible. But your coffee mug doesn't have to be. Our new mugs are here to say what you're really thinking. Warning: may cause laughter before 9 AM.
• •This mug gets it. It understands that your enthusiasm for meetings could fit on the back of a stamp. Fill it with coffee and let it do the talking. Holds 11oz of your favorite coping mechanism.
• •Welcome to the Clubhouse. We've got the witty, the weird, and the wonderfully sarcastic. You'll fit right in.
• •Still thinking about it? We get it, commitment is hard. But so is finding gear this awesome. Give your mousepad the upgrade it deserves and make your desk 100% less boring.