Brand Tone

Empowering, direct, and community-focused, blending a trendy 'baddie' aesthetic with serious personal safety. Casual and relatable, using slang, but also serious and supportive for sensitive topics. Overall, a trusted, protective 'big sister' feel.

Brand Values

• •Empowerment
• •Community and Support
• •Safety and Preparedness
• •Awareness and Advocacy

Best Practices

• •Balance the "Baddie" with the "Guardian": Always mix the trendy, confident "baddie" slang with the serious, empowering message of safety. The tone should be fun and stylish on the surface but underpinned by a fierce, protective mission. Avoid making light of the products' actual use.
• •Lead with Community: Center customer stories and user-generated content. Use phrases like "Our Baddies," "the community," and "we're in this together." This reinforces the brand as a collective movement, not just a retailer.
• •Be Direct and Unapologetic: When talking about safety, do not mince words. Use clear, direct language to describe the products' functions (e.g., "window breaker," "long sharp tool," "alarm that has a flashlight"). The tone should convey confidence and leave no room for ambiguity about the purpose of the tools.
• •Use Visuals to Tell the Story: The aesthetic is crucial. Maintain a consistent visual language that is modern, clean, and often features feminine colors like pinks and purples, but with a bold edge. This visual tone instantly communicates the brand's unique position of "cute but capable."
• •Maintain Separate Tones for Different Platforms (within the same voice): While the core voice remains the same, tailor its application. TikTok/Instagram: More casual, trendy, and reliant on quick-hitting visuals and slang. YouTube/Blog: More long-form, serious, and supportive, especially when featuring survivor stories. Product/Website: Clear, functional, and empowering, focusing on how the features translate to user safety and confidence.

Social Perception

Very positive. Perceived with trust and appreciation due to increased feelings of safety. Highly viral and trendy, especially on TikTok. Seen as a community hub and a platform for advocacy, not just a product company.

Copy Examples

• •Your prettiest accessory is your fiercest. Late nights, early mornings, and everything in between. Stay ready so you don't have to get ready. Our keychains look cute, but they mean business. #ProtectOurBaddies
• •POV: You're a baddie who's also her own bodyguard. It's the window breaker, seatbelt cutter, and 130dB alarm for us. Look good, feel safe. Link in bio to build your own. #selfdefensekeychain #girlsafety #whatsinmybag
• •That "Am I being followed?" feeling? Let's talk about it. Hey [Name], That gut feeling is your first line of defense. We're here to be your second. This week on our YouTube, we share Joyce's story, a 19-year-old survivor who trusted her instincts. Her story is a reminder of why we do what we do. Feel safer on your walk home with tools that give you confidence. Shop the collection now.
• •Real Baddies Keep Other Baddies Safe. Cute, concealable self-defense tools for the modern woman. Feel protected. Feel empowered.
• •More Than a Keychain. It's a Promise. A promise to yourself to stay safe. Each of our kits is designed to be a low-key but powerful tool for your protection. From pepper spray to stun guns, choose the kit that makes you feel the most secure. Join the thousands of women who are choosing to #ProtectOurBaddies.