Brand Tone

Empathetic and Vulnerable, Inspirational and Uplifting, Authentic and Honest, Intelligent and Thoughtful, and Humorous and Witty.

Brand Values

• •Vulnerability as a Strength
• •Resilience
• •Authenticity
• •Community
• •Continuous Learning

Best Practices

• •Lead with Empathy
• •Reframe the Negative
• •Use Authentic Language
• •Tell a Story (Even a Small One)
• •Focus on the "Why," Not Just the "What"

Social Perception

The brand is perceived as a trusted, relatable, and reassuring space, fostering an inspirational movement that redefines failure. It offers high-quality content and merchandise that serves as a badge of honor for its thoughtful and connected community.

Copy Examples

• •Your story isn't over. It's just getting interesting. Wear your plot twists with pride. Our new tee is a reminder that every detour is part of the journey. #HowToFail
• •For the days that don't go to plan. For the courage to start again. For the wisdom in the mess. Start your morning with a reminder that you're growing, learning, and you're not alone. The official How To Fail mug. #EmbraceTheMess
• •Some of the best chapters start with a failed plan. This is the space to write them. Our new journal is designed for your reflections, your lessons, and your next brave step. Because every failure is a lesson in disguise. #HowToFail
• •In a world of curated perfection, we celebrate the beautifully imperfect. Our merch is for the listeners, the learners, and the resilient. It’s for everyone who knows that the most valuable lessons are learned when things go wrong. Welcome to the family. #FailBetter
• •Don't just carry your things, carry your lessons. This tote is for the daily commute, the unexpected errands, and for holding the strength you've gained from every single failure. Strong, resilient, and ready for anything. Just like you. #CarryYourLessons