Brand Tone

Dark & Intense, Mysterious & Edgy, Authentic & Vulnerable, Engaging & Humorous, Artistic & Theatrical

Brand Values

• •Self-Expression
• •Artistic Integrity
• •Emotional Depth
• •Community Connection
• •Resilience

Best Practices

• •Develop a Core Lexicon: Create a list of words and phrases that embody the brand's dark, intense, mysterious, yet also engaging aspects (e.g., "void," "shadow," "unleash," "descend," "chronicles," "whispers," but also "community," "connect," "journey" for more personal engagement). Avoid overly cheerful or mainstream corporate language.
• •Visual-Verbal Harmony: Ensure the copy always complements the dark and artistic visual identity. The words should evoke the same feelings as the imagery used on the website and social media.
• •Platform-Specific Nuance: While maintaining core consistency, adapt the tone slightly for different platforms. For instance, Instagram might be more evocative and artistic, while TikTok can allow for more direct engagement and humor, as currently demonstrated by SWARM's "booktok" presence.
• •Embrace Storytelling: Weave narratives around products, music, and the artist's journey. The story of SWARM (Brandon Carroll) and his connection to mental health is a powerful element that can be subtly referenced to add depth.
• •Authenticity is Key: Given the artist's openness about personal struggles, ensure that all communication, especially when touching on deeper themes, feels genuine and not like a marketing ploy. This builds trust with the audience that appreciates the rawness of the brand.

Social Perception

Niche Specialist, Intense Performer, Creative & Unique, Relatable (to some audiences), Distinct Aesthetic

Copy Examples

• •From the shadows, a new skin emerges. The [Product Name] Collection. Wear the void. Shop House of SWARM.
• •Feel the frequency shift. SWARM's new track, '[Track Name],' drops [Date]. Prepare for the descent. #HouseOfSwarm #IndustrialBass #DarkElectronic
• •Just finished [Book Name] and the only thing darker than this plot is my next beat. What should SWARM (and the #HouseOfSwarm wife) read next? Drop your recs. #Booktok #ShadowDaddyReads
• •This isn't just merch, it's a piece of the journey. Exclusive [Item Name] now in the House of SWARM store for our loyal swarm. Thank you for being part of this. Link in bio.
• •House of SWARM: For those who find beauty in the darkness. Music. Merch. Identity.