Brand Tone

edgy, dark, and expressive, informative and community-oriented, inclusive and empowering, engaging and appreciative

Brand Values

• •Individuality and Self-Expression
• •Quality and Distinctiveness
• •Community
• •Authenticity (within the subculture)
• •Accessibility

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's personality (e.g., "mysterious," "rebellious," "artistic," "inclusive") and, just as importantly, adjectives that it is *not* (e.g., "preppy," "mainstream," "frivolous"). Share this with everyone creating content.
• •Understand Your Audience's Language: Immerse yourself in the language and slang used by the goth and alternative communities (while remaining authentic to the brand). This helps in crafting copy that resonates.
• •Use Storytelling: Instead of just describing products, tell a story about the feeling or identity they evoke. For Ovniki, this could involve themes of empowerment, rebellion, or embracing the shadows.
• •Be Consistent Across All Channels: The edgy and expressive tone used on Instagram should align with the website copy, email newsletters, and any ad campaigns.
• •Focus on "You" and "Your": Address the customer directly. Frame product benefits around how they empower the customer to express *their* individuality and embrace *their* unique style. This creates a more personal and engaging connection.

Social Perception

go-to online shop for gothic and alternative style clothing, catering to a niche market that appreciates darker and unconventional fashion, small business within the alternative fashion scene

Copy Examples

• •Unleash your darkness. Shop the latest collection and express your unique gothic style. Free worldwide shipping.
• •More than just black. It's a statement. Discover pieces that tell your story. #OvnikiStyle #GothFashion
• •From Trad Goth to Cyberpunk, find your authentic alternative look here. Quality pieces for the boldly unconventional. Explore Ovniki.
• •Dare to be different. Our new arrivals are here to help you stand out from the mundane. What will you choose?
• •Join the Ovniki cult. Where dark fashion reigns and individuality is celebrated. Tag us in your killer looks! @Ovniki