Brand Tone

irreverent, witty, snarky, bold, and humorous, yet also supportive and empowering

Brand Values

• •Authenticity/Speaking Your Mind
• •Humor & Irreverence
• •Boldness/Anti-Perfectionism
• •Fun & Enjoyment
• •Empowerment (especially for women entrepreneurs)
• •Connection

Best Practices

• •Embrace the Snark (Wisely): Don't be afraid to be witty, sarcastic, and a little edgy. Use humor that aligns with the "irreverent" and "bad ass" persona. Remember the caveat: "cuss words aren't bad words until they have bad intentions."
• •Be Unapologetically You (and Her): Channel Erin's stated personality – "taco-lovin', croc-wearin' sarcastic ass bitch with a mouth like a sailor and a whole lot of sass." Let this authentic voice shine through in all communications.
• •Keep it Real and Direct: Avoid overly corporate or bland language. Speak to the audience like a relatable, (slightly) audacious friend who also happens to be an expert. Cut the fluff.
• •Inject Fun and Personality: Reference an appreciation for the non-boring aspects of life (like tacos or Crocs, as per her values) where appropriate to add a human and playful touch. Life is too short for anything boring.
• •Balance Edge with Empowerment (especially for coaching): While the product side can lean heavily into snark, the coaching aspect should still carry an undercurrent of genuine support and empowerment. The goal is to make clients feel like they're getting advice from a cool, successful peer who tells it like it is but ultimately wants them to win.

Social Perception

Perceived as unique, funny, irreverent, and high quality (products) and motivational, supportive, and strategic (coaching). Overall, she is seen as a "bad ass owner," "snarky and witty," who is determined to "sprinkle the world with a hearty dose of fabulousness and laughter."

Copy Examples

• •Tired of adulting? So are we. Slap this dose of reality on your laptop and let the world know that 'Being a Functional Adult Every Damn Day Seems a Bit Excessive.' Yeah, we said it. Grab yours before your inner child throws a tantrum.
• •Stop f*cking around with fluff and start signing actual clients. My program cuts the BS, gives you the a-ha! clarity you crave, and the badass strategies to make bank. Ready to go from 'WTF am I doing?' to 'Holy sh*t, I'm rich?' Let's talk.
• •My face when someone asks if I sell magnets at a sticker booth. 🙃 Bless their heart. Anyway, here’s a new keychain that perfectly captures my daily mood. Link in bio, you magnificent weirdos.
• •Sale Alert! Because life's too short for boring sh*t (or full prices).
• •Want to know the secret to not giving a f*ck what others think and actually building that empire? (Hint: It involves tacos and a sprinkle of snark). Download my free guide to unleashing your inner badass entrepreneur. No fluff, just real talk.