Brand Tone

Rebellious, aspirational, gritty, and supportive of hard work (hustle culture). It's also anti-establishment and champions the underdog. The language used is direct, confident, and motivational, aimed at those who are self-made.

Brand Values

• •Hustle/Hard Work
• •Authenticity/Realness
• •Anti-Establishment/Rebellion
• •Community/Representation
• •Legacy

Best Practices

• •Embrace the Hustle Vernacular: Use language that resonates with go-getters, entrepreneurs, and those who believe in earning their success. Words like "grind," "hustle," "legacy," "empire," and "relentless" should be staples.
• •Maintain an Underdog Mentality: Frame messages as "us against the system" or "for the people, by the people." Highlight the idea of overcoming odds.
• •Be Confident and Unapologetic: The tone should be bold and assertive, reflecting the confidence of someone who is self-made and doesn't seek external validation.
• •Focus on Empowerment: While rebellious, the core message should empower individuals to achieve their dreams through hard work, not by tearing others down maliciously but by outworking and outsmarting the established norms.
• •Visual Consistency: Ensure that the visual branding (imagery, colors, design style) complements the gritty, aspirational, and rebellious tone of the copy. Street-inspired, authentic visuals will reinforce the message.

Social Perception

Customers generally perceive the brand positively, particularly regarding product value and the brand's ethos of supporting hard work. They are likely individuals who resonate with the "hustle" culture and the brand's anti-establishment stance. The brand name itself, "Rob the Rich," can be provocative and may elicit mixed reactions from the general public. However, for its target audience, the name likely serves as an edgy, attention-grabbing statement that aligns with its rebellious spirit.

Copy Examples

• •They build gates. We build empires. #RobTheRich #MoreForUs
• •Fuelled by grit, defined by the grind. This is for those who earn their crown. Shop the Legacy Collection. #RobTheRich
• •Silver spoons are for the other guys. We eat what we kill. Join the movement. #HustleHard #RobTheRich
• •Don't wait for a seat at their table. Build your own. Rob the Rich: Gear for the relentless. #NoHandouts
• •The system wasn't built for us. So we're building ours. Brick by brick. Hustle by hustle. #RobTheRich #StreetwearForTheDriven