Brand Tone

Empathetic and Relatable, Positive and Inclusive, Youthful and Trendy, Community-Focused and Engaging, Authentic

Brand Values

• •Community
• •Inclusivity
• •Positivity
• •Authenticity
• •Caring
• •Connection

Best Practices

• •Embrace Imperfection and Authenticity: Use language that feels real and acknowledges shared human experiences, including feelings of loneliness, balanced with messages of hope and connection. Avoid overly corporate or polished jargon.
• •Prioritize Community Language: Use inclusive pronouns (we, us, our community). Directly address the audience and encourage interaction with questions and calls to engage (e.g., "Tag a friend," "Share your story"). Incorporate user-generated content and testimonials where appropriate.
• •Lead with Positivity and Empathy: Even when touching on loneliness, frame it as a shared experience that leads to connection. Messages should be uplifting, supportive, and make people feel good.
• •Keep it Conversational and Relatable: Write as if you're talking to a friend. Use a friendly, approachable, and sometimes playful tone, reflecting the youthful target audience.
• •Consistently Weave in Key Brand Phrases and Values: Naturally integrate slogans like "It's Cool to Care," "I Love You Say It Back," and themes of connection, inclusivity, and kindness into various communications, reinforcing brand identity.

Social Perception

Strong Community & Belonging, Empowering & Meaningful, Trendy & Stylish, Influencer-Driven, Concerns about Quality vs. Price, Occasional Missteps

Copy Examples

• •Instagram Post (Image: Diverse group of friends laughing, wearing Lonely Ghost hoodies): *Caption:* "Tag your ghost gang. That feeling when you find your people – the ones who get it, no explanation needed. We're all a little lonely, let's be lonely together. #ItsCoolToCare #LonelyGhostCommunity"
• •Product Description (for a new t-shirt with a subtle positive message): *Headline:* "Wear Your Heart Out. Literally." *Body:* "This isn't just a tee, it's a reminder. A little nod to the fact that your feelings are valid, your passions matter, and connecting is always in style. Soft, comfy, and made for those real-life moments. Join the conversation. #LonelyGhost #TextMeWhenYouGetHome"
• •Email Subject Line (for a new collection drop): *Subject:* "New Drops: Feels Like a Hug Inside 🫂" *Preview Text:* "Because everyone deserves to feel good. Explore the latest from Lonely Ghost."
• •TikTok Video Concept (Short, upbeat video showcasing different people styling the same Lonely Ghost item): *Voiceover/Text Overlay:* "One hoodie. Infinite vibes. However you wear it, wear it with heart. It's cool to be you. It's cool to care. #LonelyGhost #StreetwearStyle #ExpressYourself"
• •Website Banner (promoting community): *Text:* "More Than Just Clothes. It's a Connection. We see you. We hear you. You belong here. ILYSIB. #LonelyGhost"