Brand Tone

Passionate & Enthusiastic, Edgy & Dark, Direct & Promotional, Informal (within the niche), Defensive/Dismissive (in response to public criticism)

Brand Values

• •Love for the Horror Genre
• •Authenticity (Licensed Products)
• •Variety & Selection
• •Community Connection (Implied)

Best Practices

• •Know Your Crypt Keeper (Audience): Always write with the dedicated horror fan in mind. Use language, references, and in-jokes that resonate with the community. Understand they appreciate authenticity and passion for the genre.
• •Embrace the Darkness (But Keep it Clear): While the tone is edgy and dark, ensure copy is still clear, concise, and provides essential product information. Avoid ambiguity, especially in product descriptions and promotional terms.
• •Be Officially Enthusiastic: Consistently highlight the officially licensed aspect, as this is a key value proposition. Let genuine enthusiasm for the movies, characters, and the genre shine through in descriptions and posts.
• •Consistency Across Channels, With Nuance: Maintain the core edgy, passionate, and direct tone across the website, emails, and all social media. Adapt slightly for each platform's style (e.g., more visual on Instagram, short and punchy on TikTok).
• •Address the Shadows (Improve Customer Service Communication): While not strictly copywriting, the tone of customer service is crucial. Strive for a more empathetic, transparent, and actively helpful tone in all customer interactions, especially when addressing issues or delays. This will significantly impact overall brand perception and can be reflected in FAQ copy, automated responses, and direct communications. Clearly outlining policies is important, but the delivery can be improved to align with a "by fans, for fans" ethos.

Social Perception

Seen as a destination for a wide variety of officially licensed horror merchandise, especially apparel and collectibles. However, a significant segment of vocal customers expresses frustration with customer service, communication regarding order delays, pre-order fulfillment, and the company's handling of complaints. This has led to perceptions of unreliability for some.

Copy Examples

• •Fresh blood. Our new [Horror Icon] tee just clawed its way into the store. Officially licensed, printed in the USA, and dying to be in your collection. Grab yours before it vanishes into the night!
• •Fiends! What horror classic are you resurrecting for movie night? Show us your Horrormerch gear in your crypt for a chance to be featured! #HorrorMerch #HorrorFam #SpookySeason
• •Don't scream... about high prices! Our [Sale Name] slashes 20% off all [Product Category/License] for a limited time. No tricks, just terrifyingly good treats. Shop now... if you dare.
• •It has arrived. The new [Character Name] collectible figure is now stalking our shelves. Exquisite detail, officially licensed, and ready to haunt your display. Secure yours before it's too late.
• •Horrormerch.com: We live and breathe horror. Founded in 2005 by true fans, for true fans, we bring you the best officially licensed apparel and collectibles from the darkest corners of cinema. Wear your horror.