Brand Tone

rebellious, raw, unapologetic, and defiant. It also carries an undercurrent of sarcasm, dark humor, introspection, and nostalgia. There's an element of empowerment.

Brand Values

• •Authenticity/Embracing Imperfection
• •Counter-Culture/Non-Conformity
• •Self-Empowerment
• •Community/Understanding
• •Quality
• •Resilience/Grit

Best Practices

• •Embrace the "Error" Lexicon: Consistently use words and phrases that align with the brand's core themes: "chaos," "imperfect," "flaw," "glitch," "real," "raw," "authentic," "defiant," "misunderstood." Use direct, sometimes confrontational language where appropriate, but always with an underlying message of empowerment or understanding.
• •Speak to the "Outsider": Frame messaging from the perspective of someone who doesn't quite fit in and is proud of it. Acknowledge societal pressures for perfection and offer an alternative viewpoint.
• •Be Unapologetically Authentic: Avoid corporate jargon or overly polished language. The tone should feel genuine and relatable to the target audience. Share struggles as well as triumphs, reflecting the "it's okay to not be okay" ethos.
• •Incorporate Dark Humor/Sarcasm Carefully: While a rebellious and raw tone is key, ensure humor or sarcasm lands well and doesn't alienate. It should feel inclusive to those who "get it."
• •Highlight Quality as a Form of Respect: While the aesthetic is edgy, the emphasis on quality materials and durable embroidery shows respect for the customer. This can be woven into copy to reinforce that even in embracing imperfection, there's no compromise on the product itself.

Social Perception

Customers appreciate its unique stance, the quality of the apparel, and the message of embracing flaws. The brand appeals to those who identify with alternative or streetwear culture and are looking for more than just clothing, but a statement. They are perceived as a lifestyle brand that speaks to the "misunderstood" and those who resonate with themes of chaos and imperfection.

Copy Examples

• •Instagram Post Caption (Image: Model in "Chaos Hoodie"): "Chaos isn't the enemy. It's the proof you're living. Embrace your beautiful mess. #ErrorLife #EmbraceTheChaos #PerfectlyImperfect"
• •Facebook Ad Headline: "Tired of Fake Perfection? So Are We." Body: "Error Brand Apparel: Streetwear for those who know that being real is better than being flawless. High-quality gear for your beautifully imperfect life. Shop the collection."
• •Product Description (for "Anxiety Tee"): "Some days are a glitch. This tee gets it. Crafted from premium, heavyweight cotton with embroidery that lasts, just like your resilience. Wear your truth. #Error #AnxietyAwareness #ItsOkayToNotBeOkay"
• •Tweet: "Normal is a setting on a washing machine, not a state of being. Dare to be an ERROR. #RejectConformity #ErrorBrand #BeUnique"
• •Email Subject Line: "Your Flaws Are Welcome Here." Body Snippet: "At Error, we don't do 'perfect.' We do real. We do raw. We do apparel that tells your story, glitches and all. Discover pieces that celebrate the authentic you."