Brand Tone

Bold, Patriotic, and Provocative

Brand Values

• •National Pride
• •Self-Reliance and Preparedness
• •Community
• •Freedom of Expression

Best Practices

• •Speak the In-Group Language: Continue using slang, humor, and cultural references that are specific to your community. This builds authenticity and makes the brand feel like one of them.
• •Be Unapologetically Bold: Do not dilute the message. The brand's strength comes from its strong, unwavering stance. Use confident, declarative, and active language. Avoid passive or neutral tones.
• •Weave Patriotism into Everything: Whether it's a product description or a social media post, find a way to connect it back to the core value of Swedish pride. Use national colors, symbols, and historical or cultural touchstones consistently.
• •Focus on "Why," Not Just "What": Instead of just selling a product, sell the value behind it. A t-shirt isn't just cotton; it's a symbol of heritage. A preparedness kit isn't just supplies; it's a tool for sovereignty and security.
• •Engage and Provoke (Constructively): Actively encourage discussion and debate in the comments. Ask provocative questions and use memes that challenge outside perspectives. This reinforces the community's shared identity and keeps engagement high.

Social Perception

Within its niche, the brand is perceived as authentic, relatable, and championing its values, serving as a symbol of identity and community. Outside of its target demographic, it is likely perceived as controversial, nationalistic, and politically extreme, due to its unapologetic, right-leaning political messaging.

Copy Examples

• •Wear Your History. This isn't just a t-shirt. It's a statement. Made for those who remember where we came from and know where we're going. For a stronger Sweden. #SvenskHistoria #RödSverige
• •Hope for the best. Prepare for the rest. Don't wait for the lights to go out. Our Beredskapskit has everything you need to keep you and your family safe when it matters most. Security is in your own hands.
• •Fuel for Patriots. Long days require real energy. Grab a case of [Energy Drink Name] and get it done. Swedish power for the work week.
• •When they say you have too much Swedish-themed gear... (Image of a character shrugging). You can never have enough. Link in bio to get more.
• •Built by you. For you. We see you in the comments. We see you repping our gear. Röd.se is more than a store; it's our community. Thank you for standing with us. Here's 10% off your next order as a thank you from the team.