Brand Tone

Irreverent, Humorous, Authentically Australian, Direct & ''No Bullshit'', Engaging & Conversational, Expletive-Laden

Brand Values

• •Authenticity/Honesty
• •Entertainment & Humor
• •Community Focus
• •Quality (Merchandise)
• •Charitable Efforts
• •Hard Work & Creativity

Best Practices

• •Consistently use Australian slang, colloquialisms, and Ozzy Man's specific catchphrases (''fair dinkum,'', ''ya legend,'', ''crikey,'', ''destination f*cked,'', ''yeah nah,'', etc.). Create a brand glossary if needed.
• •Inject humor, irreverence, and witty observations into all copy, from product descriptions to social media posts and email subject lines. Don't be afraid of (tasteful, brand-aligned) crudeness.
• •Write as if speaking directly to a mate. Use ''ya,'' ''mate,'' ''legend,'' and a conversational, informal structure. Keep it feeling unscripted and genuine.
• •While integral to the core YouTube content, gauge the level of profanity for different platforms or ad restrictions. The spirit of the ''no bullshit'' directness can be maintained even if specific words are moderated for certain ad channels (as seen with the Samsung ad). The shop website itself can be more liberal.
• •Before writing, ask ''How would Ozzy Man say this?'' Capture his enthusiastic, slightly cynical, but ultimately good-natured and straight-shooting viewpoint on whatever is being promoted. Maintain the ''no bullshit'' promise.

Social Perception

Highly Entertaining & Uniquely Funny, Relatable ''Aussie Bloke'', Content King, Voice of Reason (with a Twist), Merchandise as a Badge of Fandom

Copy Examples

• •Alright, ya bloody legends! Fresh off the design press – and probably still smelling faintly of genius – is the new '[Catchy T-Shirt Name]' tee. Get this on ya torso before they're all gone like a fart in a fan factory. Chuck it in ya cart. You know ya want to. #OzzyManShop #FairDinkumThreads
• •Is ya beer gettin' warmer than a dingo's donger in the midday sun? Fix that shit, mate! The Ozzy Man 'Keep It Frosty' Stubby Holder is here to cradle ya brew like a newborn baby wallaby. No more warm piss! Grab yours now. Cheers! #OzzyMan #BeerOClock #ColdOne
• •Sun tryin' to fry ya brain like an egg on the footpath? Tell it to get f*cked with the new 'Yeah Nah, Sun's Out' cap. Keeps ya skull cool and ya style unquestionable. Perfect for lookin' like a legend, even if you're just nippin' down the shops for a meat pie. #OzzyManMerch #HeadGearHeroes
• •Oi! Get Ya Arse In Here For A Ripper Deal, Legend!
• •Still rockin' that same old boring clobber? Give ya wardrobe a kick up the arse with some proper Ozzy Man gear. Fair dinkum quality, maximum laughs. What are ya waitin' for, a a formal invitation from the Queen? Head to ozzymanshop.com and sort yerself out! #TellinItStraight #OzzyApproved