Brand Tone

Humorous & Comedic, Relatable & Down-to-Earth, Analytical & Critical (yet approachable), Self-aware & Sincere, Conversational & Engaging

Brand Values

• •Authenticity & Transparency
• •Humor & Entertainment
• •Critical Thinking & Awareness
• •Community & Connection
• •Relatability & Self-Improvement (Trying Your Best)

Best Practices

• •Embrace Imperfection and Relatability: Use language that acknowledges you (and your audience) are not perfect. Phrases like "trying my best," "whoops," or self-deprecating humor can build connection.
• •Inject Humor Naturally: Don't force jokes, but look for opportunities to add witty observations, sarcasm (used appropriately), or playful exaggeration, especially when discussing trends or common experiences.
• •Be Conversational, Not Corporate: Write like you're talking to a friend. Use contractions, ask questions, and adopt an informal style. Avoid overly polished or jargon-filled language.
• •Stay Curious and Analytical (Even When Joking): Even in humorous copy, let an underlying intelligence or insightful observation shine through. This reflects Johnson's style of dissecting topics.
• •Be Mindful of the Platform, But Keep the Core Voice: While TikTok copy might be punchier and more meme-focused than a YouTube description, the core elements of humor, relatability, and a touch of self-awareness should remain consistent.

Social Perception

Generally positive as a humorous, relatable, and intelligent content creator. Respected Commentator and has a Gen Z Appeal

Copy Examples

• •For a new merch drop (Relatable, Humorous): "Still figuring it all out? Same. At least you can be comfy while 'Trying Your Best' in our new [Merch Item]. Link in bio before I accidentally delete it."
• •Promoting a new YouTube video (Humorous, Analytical): "This week, we dive into why [New Internet Trend] is both the best and worst thing on the internet. Prepare for laughs, mild existential dread, and maybe one actual insight. Video out now!"
• •TikTok post (Gaming, Exaggerated Humor): "Just lost another game of Fortnite because a squirrel sneezed three blocks away. Pretty sure that's how it works. New TikTok up, send help (and snacks)."
• •Instagram caption (Self-aware, Engaging): "Forgot to post on Instagram for [Number] months. Whoops. Anyway, how are you? Let me know what internet rabbit holes you've fallen down lately. Maybe it'll be my next video." (Reflects current Instagram inactivity and call for engagement)
• •Tweet/X post (Observational Humor, Conversational): "My brain trying to process [Current Absurd News Headline] vs. my brain when I see a new TikTok dance. It's a weird world, folks. What's baffling you today?"