Brand Tone

Humorous & Irreverent, Pop-Culture Savvy, Direct & Bold, Fan-Centric & Inclusive (within the fanbase)

Brand Values

• •Authenticity (to Billy Eichner's persona)
• •Humor as a Connector
• •Self-Expression & Fandom
• •Pop Culture Commentary

Best Practices

• •Always write as if Billy Eichner himself is saying it (or at least approving it with an enthusiastic yell). Think: high energy, witty, and a touch impatient.
• •Weave in timely and relevant pop culture references that align with Eichner's comedic targets and observations. Stay current.
• •Keep sentences relatively short, punchy, and tell people what to do (e.g., "Buy it now," "Get yours," "Don't miss out").
• •Don't be afraid to be over-the-top or use hyperbole in a way that reflects the comedic style of the brand. The humor should feel spontaneous and energetic.
• •Use inside jokes, memorable quotes, and references that resonate deeply with Billy Eichner's dedicated fanbase. This fosters a sense of exclusivity and community.

Social Perception

Perceived as the official and authentic source for Billy Eichner merchandise, fun, entertaining, and a way to show support. Those unfamiliar with Billy Eichner might perceive the merchandise as niche or quirky.

Copy Examples

• •Stop yelling at your screen and START WEARING IT. The [Quote] Tee is here. Get yours before Elena does.
• •NEW MERCH DROP! Because let's be honest, your other clothes are boring. Level up your life. Link in bio, you know what to do.
• •For A Dollar... You NEED This Merch.
• •Your morning coffee called. It's begging for this mug. Don't disappoint your coffee. #BillyForce #Comedy #MustHave
• •Officially Unofficial Gear for the Loud & Proud. Shop the Billyforce Collection.