Brand Tone

empowering, humorous, and unapologetic

Brand Values

• •Deaf-Centered & Owned
• •Community & Belonging
• •Advocacy & Awareness
• •Authenticity & Pride
• •Inclusivity

Best Practices

• •Embrace the "AF." Always lean into the confident, bold, and unapologetic nature of the brand. Avoid timid or overly formal language. The tone should be consistently proud.
• •Use Humor and Inside Jokes. Continue creating content that reflects the shared experiences of the Deaf community. This builds a powerful and loyal connection with the core audience.
• •Lead with "Deaf-Owned." Reinforce this fact in social media bios, the website footer, and periodically in posts. This is a significant trust signal and a point of pride that resonates with customers looking to support the community directly.
• •Speak from a "We" Perspective. Write copy as if speaking from within the community, because the brand is. Use inclusive language like "we," "us," and "our community" to foster a sense of belonging.
• •Keep it Visual and Accessible. As a brand for a visually-oriented community, ensure all marketing reflects this. Use high-quality images, ensure videos are always captioned, and incorporate ASL into designs and content where possible. This demonstrates a genuine understanding of the audience's needs and values.

Social Perception

Very positive, particularly within its target audience, perceived as authentic, respected, a community hub, and an empowering force for self-expression and pride within the Deaf community, with consistently supportive online conversation.

Copy Examples

• •Stop Explaining. Start Wearing. Tired of the same old questions? Let your shirt do the talking. Our new collection is here to say it all, loud and proud. Because being Deaf is a whole mood. 😉 #DeafAF #DeafPride #DeafOwned #ASL
• •More Than Just a Language. It's an Identity. You've learned the signs, now wear the pride. DeafAF is the Deaf-owned brand that gets it. From witty tees to bold hoodies, our gear is made for the community, by the community. Shop now and wear your pride on your sleeve. Literally.
• •The T-Shirt That Ends Annoying Questions Let's be honest, you've thought it. Now you can wear it. This ultra-soft cotton tee is your new go-to for family gatherings, trips to the store, and anytime you want to avoid a pointless conversation. It’s not just a shirt; it’s a public service announcement. Comfortable, direct, and 100% DeafAF.
• •Don't Just Hear About Our Sale. See It. Why settle for boring gifts? Give the gift of unapologetic pride this year. Everything at DeafAF is on sale for a limited time. Grab gear that's as bold and awesome as our community. Perfect for your Deaf bestie, your family, or (let's be real) yourself.
• •The problem | The solution Spend less time explaining, more time being you. #DeafHumor #DeafCommunity #DeafAF #OOTD