Brand Tone

Edgy, Empowering, and Conscious

Brand Values

• •Self-Expression & Individuality
• •Authenticity
• •Sustainability & Ethical Consideration
• •Quality & Feel-Good Factor
• •Inclusivity

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (Edgy, Empowering, Conscious), key messaging pillars (individuality, sustainability, embracing darkness), approved terminology (e.g., "Embrace Your Dark Side," "Unapologetically Yourself"), and words to avoid (e.g., overly mainstream or generic terms).
• •Know Your Audience Intimately: Understand the language, humor, and cultural references of the alternative subcultures Not Roses caters to. Use language that resonates authentically with them.
• •Balance Edge with Empowerment: While the aesthetic is dark, the underlying message is often about confidence and self-acceptance. Ensure the copy reflects this balance, avoiding negativity for its own sake.
• •Weave in Values Naturally: Instead of just stating "we are sustainable," show it by subtly mentioning "ethically made," "mindful choices," or "conscious collections" within product descriptions or broader brand storytelling. This reinforces values without sounding preachy.
• •Maintain Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a TikTok video, or a customer service email, the tone should feel like it's coming from the same brand personality. Regular internal reviews of content can help ensure this.

Social Perception

Positively perceived by its niche target audience. Customers seem to embrace the alternative style and appreciate the brand's aesthetic. The emphasis on "feeling good" and self-expression likely resonates well with individuals seeking to express their identity through fashion. Transparency about sustainable practices appeals to ethically-minded consumers within their target demographic. The brand is currently more established within its specific community rather than the general public.

Copy Examples

• •Instagram Post (New Arrival - Graphic Tee): Unleash your shadows. Our new '[Tee Name]' tee is here to help you own your edge. Ethically made, because being unapologetically you shouldn't cost the earth. #NotRoses #DarkAesthetic #SustainableGoth #EmbraceYourDarkSide
• •Facebook Ad (General Brand Awareness): Tired of the ordinary? So are we. Not Roses Clothing offers alternative fashion, accessories, and homewares for those who walk their own path. Look good, feel powerful, and make a statement. Shop our mindful collection now. #AlternativeFashion #BeUnapologeticallyYou #MindfulStyle
• •TikTok Video Caption (Styling Video): Serving looks that are as unique as you are. 🖤 Styling our fave Not Roses pieces for a week of embracing individuality. Which fit is your vibe? #NotRosesClothing #AltStyle #GothFashion #FeelGoodBeYou #EcoFashion
• •Pinterest Pin Description (Homewares): Your sanctuary, your rules. Our latest dark decor pieces are designed to reflect your inner world. Consciously crafted, because your crypt deserves the best. #GothHome #DarkDecor #NotRoses #AlternativeLiving
• •Email Newsletter Snippet (Highlighting Values): At Not Roses, we believe true style is about fearless self-expression and mindful choices. That's why our collections are designed for you to embrace your unique dark aesthetic, while we commit to more sustainable practices. Feel good, be you, make an impact. Explore the new collection.