Brand Tone

Energetic and Passionate, Authentic and Independent, Creative and Bold, Nostalgic yet Contemporary, Community-focused

Brand Values

• •Positivity
• •Authenticity
• •Quality Craftsmanship
• •Self-Expression and Individuality
• •Perseverance and Aspiration
• •Sustainability

Best Practices

• •Develop a "Brand Voice Chart": Document key tone characteristics (e.g., Energetic, Authentic, Bold, Nostalgic), a "we are..." / "we are not..." list (e.g., "We are passionate," "We are not exclusive"), and specific vocabulary/phrases that align with the brand (e.g., "vibes," "beats," "fire," "authentic," "strictly positive").
• •Know Your Roots, Speak Their Language: Continuously immerse in UK dance music, rave culture, and streetwear trends. Use terminology and references that resonate authentically with this audience (e.g., "junglist," "skank," "reload") but ensure it remains accessible or is subtly explained through context for a broader audience.
• •Prioritize "Positive Vibes" in All Messaging: Even when being bold or edgy, ensure the underlying message is uplifting, inclusive, and energetic. Avoid overly aggressive or cynical language.
• •Show, Don't Just Tell, Authenticity: Instead of just saying "we're authentic," weave in details about the in-house design, printing in the Lancashire mill, the founder's journey, and the real cultural inspirations. This provides tangible proof of authenticity.
• •Maintain Consistency Across All Platforms: While the format might change (e.g., short and punchy for TikTok, more descriptive for the website), the core brand voice (energetic, authentic, bold, positive) should be recognizable everywhere, from product descriptions to social media captions and customer service interactions. Regularly review content across channels to ensure alignment.

Social Perception

Customers and observers generally perceive DBDNS as a cool, unique, and authentic British streetwear brand with strong ties to music culture. The brand is seen as offering quality, comfortable clothing with distinctive designs. There's an appreciation for their independent spirit and the "positive vibes" they promote. They are recognized within the UK streetwear scene and are seen as a lifestyle brand.

Copy Examples

• •Headline: DBDNS: Wear the Vibe. Live the Energy. Body: Born from UK dance floors and late-night beats. Our latest drop is pure fire – bold graphics, quality threads, strictly positive vibes. This isn't just clothing, it's a statement. Don't just dream it, wear it. Shop now. #DreamButDoNotSleep #UKStreetwear #RaveCulture
• •Instagram Post: Image: Model wearing a vibrant DBDNS hoodie in a gritty urban setting. Caption: Still buzzing from the weekend? Keep that energy flowing. Our [Product Name] hoodie, designed and printed in our Lancashire mill, is your new uniform for the concrete jungle. Authentic vibes, unbeatable quality. Link in bio. #DBDNS #StreetwearEssential #PositiveVibesOnly #MadeInUK
• •Product Description (for a 90s inspired graphic tee): Rewind the track, bring back the energy. This tee throws it back to the golden age of rave with a fresh DBDNS spin. Bold, unapologetic, and designed to make you move. Crafted in-house because authenticity matters. Get ready to own the night (and day). #90sRave #GraphicTee #StreetStyle #DreamButDoNotSleep
• •Email Subject Line: Unleash Your Vibe: The New DBDNS Collection is HERE! Email Body Snippet: Forget blending in. Dream But Do Not Sleep is for those who create, who move, who live with passion. Our new collection is packed with fresh designs, rooted in the energy of the UK music scene and crafted with the quality you expect. Dive in and find your next favourite piece. #StrictlyPositiveVibes #DBDNSCommunity
• •TikTok Video Concept: Visuals: Quick cuts of the design process, printing, someone dancing in the apparel at a festival/club, ending on a shot of the new physical store. Text Overlay/Voiceover: From a dream in 2012... to printing beats onto fabric... to your new favourite streetwear. We're Dream But Do Not Sleep. Made in Lancashire. Worn worldwide. Strictly positive vibes. Come find us at Britannia Mill! #DreamButDoNotSleep #UKStreetwear #RaveToRealLife #StudioShop