Brand Tone

Proud and Unapologetic, Empowering and Celebratory, Inclusive, Direct and Casual, Community-Focused

Brand Values

• •Deaf Pride
• •Empowerment
• •Self-Expression
• •Community
• •Authenticity
• •Inclusivity

Best Practices

• •Embrace the "AF": Don't shy away from the boldness implied by the brand name. Use strong, confident, and direct language. Let the "As F***" attitude (whether explicit or implicit) signify ultimate pride and authenticity.
• •Center Deaf Voices & Culture: Ensure the copy authentically reflects Deaf experiences, values, and culture. Use ASL-related terms or references where appropriate and always respectfully. If possible, involve Deaf individuals in content creation and review.
• •Speak to Empowerment: Frame product descriptions and brand messages around how they empower the wearer and celebrate their identity. Focus on the positive impact of embracing Deafness.
• •Keep it Real and Relatable: Use a conversational and approachable tone. Avoid overly academic or formal language. Connect with the audience on a personal level.
• •Be Consistent Across Platforms: While the specific content might vary (e.g., more visual on Instagram, potentially longer-form on a blog if developed), the core tone – Proud, Empowering, Direct, Inclusive, and Community-Focused – should remain consistent everywhere the brand communicates.

Social Perception

Positive within its niche, Empowering, Bold/Edgy, Advocacy (Implicit)

Copy Examples

• •Rock your identity. Our NEW [Product Name] tee isn't just a shirt, it's a statement. Deaf. Proud. AF. Shop now and wear it LOUD. #DeafAF #DeafPride #ASLStyle
• •What makes you Deaf AF? Share your story in the comments! We're celebrating the culture, the language, the community. YOU. #DeafCommunity #DeafCulture #SignLanguageLove
• •Deaf AF: Unapologetically Deaf. Unmistakably You. Explore collections that celebrate our identity.
• •Style that speaks volumes. Get 20% OFF our entire Deaf Identity collection this week only. Time to show the world who you are. #DeafOwned #Sale #ExpressYourself
• •Look at [Customer Name] rocking their Deaf AF gear! This is what it's all about – living proud, living loud. Tag us in your Deaf AF moments! #DeafIsBeautiful #CommunityLove #WearYourPride