Brand Tone

casual, spooky, playful, and community-focused

Brand Values

• •Community
• •Uniqueness & Self-Expression
• •Quality & Ethical Practices
• •Passion & Authenticity
• •Social Responsibility

Best Practices

• •Always Speak the Lingo: Continue using familiar terms like "Ghouls," "Spooky Babes," and "spooky families." This creates an immediate sense of an insider community and strengthens brand identity.
• •Infuse Humor and Pop Culture: Keep leveraging horror, camp, and pop culture references in product names, descriptions, and social media content. This is a primary driver of the brand's unique and playful appeal.
• •Lead with Passion and Authenticity: Continue to share the "why" behind the brand. Posts from the owner, behind-the-scenes content from expos, and sharing the brand's origin story reinforce the authentic, small-business feel that customers connect with.
• •Center the Community: Actively feature user-generated content, respond to comments with the brand's signature playful tone, and continue to build relationships at in-person events. Explicitly remind your audience that "YOU ARE OUR PEOPLE."
• •Balance Spooky with Substance: While the tone is fun and spooky, always weave in the brand's core values. Mentioning the use of quality ingredients, the small-batch nature of products, and the charitable donation component adds depth and builds trust, proving the brand is more than just a gimmick.

Social Perception

The public perceives Dead Darling Boutique as a 'rad small business' that is deeply embedded in and trusted by the alternative and spooky communities. TikTok videos and reviews show genuine excitement from customers, who praise the unique, pop culture-themed products and creative packaging. They are seen as a go-to source for fun, themed foods for events like movie nights. The brand's association with the Oddities & Curiosities Expo lends it credibility and a strong sense of belonging within its niche. The perception is that of a fun, authentic, and 'really cool' brand run by passionate people for like-minded individuals.

Copy Examples

• •Ghouls, get ready to fire up the grill... and maybe summon a few spirits. 🔥 Introducing our new 'Bourbonomicon' BBQ Sauce! It's smoky, it's sweet, and it's got a kick that could raise the dead. Perfect for your summer rituals and sacrificial offerings... of the veggie burger variety, of course. Tap the link in our bio to bring this evil deliciousness home! #DeadDarlingBoutique #FoodForGoths #SpookyBBQ #HorrorFood #SmallBusiness
• •Dare to bake on the dark side? Our 'Cookies and Scream' Brownie Mix is handcrafted in small batches for a sinfully rich flavor that will haunt your dreams in the best way possible. We pack every bag with ethically sourced Ghiradelli cocoa and chunks of cream-filled cookies. Just add a few pantry staples, pop it in the oven, and prepare for a treat so good, it's scary. Every batch is made with love, bat wings, and scary movie quotes.
• •💌 A Dreadfully Delicious Treat Is Waiting For You...
• •Your Pantry Is Looking A Little... Normal. Let's Fix That.
• •(Video shows quick, fun shots of someone making a dip mix for a party) On-screen text: 'When you're in charge of snacks for the coven meeting.' Hashtags: #DeadDarlingBoutique #KitchenWitch #PartyDips #EasyRecipe #StockingStuffers #SnackTok