Brand Tone

edgy, mystical, playful, and informal

Brand Values

• •Individuality and Self-Expression
• •Passion for the Macabre and Mystical
• •Uniqueness
• •Community
• •Customer Satisfaction (stated)

Best Practices

• •Know Your Coven: Deeply understand your target audience – their language, their humor, their icons, and what makes them tick. Speak directly to them.
• •Weave a Consistent Web of Words: Create a glossary of brand-specific terms and phrases (e.g., "eerie," "enchanting," "macabre," "spooky," "rituals," "coven") and use them consistently across all platforms.
• •Embrace the Shadows, but with a Wink: Maintain the dark, mystical aesthetic but don't be afraid to inject edgy humor or playfulness. The "venom" in Mermaid Venom suggests a bite, but the "mermaid" implies something magical and alluring.
• •Storytelling is Your Spell: Frame product descriptions and social media posts as mini-narratives or incantations. Evoke a feeling or an experience, not just a product.
• •Visuals and Voice in Harmony: Ensure your copy complements your visual branding. The dark, enchanting imagery should be matched by equally evocative and on-brand language. Your TikToks and Instagram Reels are good examples of this.

Social Perception

polarized

Copy Examples

• •Unleash your inner nightshade. Our new [Dress Name] isn't just a dress, it's a midnight pact with style. Dare to bewitch?
• •Why limit spooky to October? Let our [Product Name] keep your crypt delightfully eerie all year round. Your move, mundane.
• •Look at this absolute sorcery! 🔥 @[CustomerHandle] is slaying in our [Product Name]. Tag us in your #MermaidVenom rituals for a chance to be featured, if you dare.
• •Psst... Your Dark Desires Are on Sale. 🔮
• •Infused with a whisper of the arcane and a dash of rebellion. Our [Accessory Name] isn't just an adornment, it's your new favorite talisman. Handle with (witch)craft.