Brand Tone

rebellious, playful, and inclusive

Brand Values

• •Individuality and Self-Expression
• •Aesthetic Curation
• •Community
• •Customer Service

Best Practices

• •Embrace the Edge, Consistently: Maintain the rebellious and playful tone across all platforms. From product descriptions to social media replies, the voice should be consistently anti-mainstream and confident. Avoid generic corporate language.
• •Lean into Community-Generated Content: Continue to feature customers and influencers prominently. This not only provides social proof but also reinforces the value of community and makes the brand feel more authentic and user-centric.
• •Use Humor and Niche Memes: Continue leveraging memes and humor relevant to the goth and alternative subcultures. This demonstrates an understanding of the target audience and fosters a stronger, more intimate connection.
• •Address the Quality Perception Head-On (Carefully): While the business model may be dropshipping, the brand can mitigate negative perceptions by taking more control over its narrative. This could involve creating original photography and videos for all products instead of using supplier images, and being more transparent about shipping times. Highlighting positive customer reviews (with photos) can also serve as testimonials to quality.
• •Be Playful but Professional in Service: While the tone is casual and cheeky, customer service interactions must remain professional and effective, especially regarding issues like shipping or returns. Upholding their promise of 'excellent customer service' is crucial to building trust and countering the negative reviews found on external sites.

Social Perception

The public perception of rockndollstore.com is divided. On their direct channels (Instagram, TikTok), they are seen positively as a source for unique gothic clothing, fostering a supportive community. On external review sites (Reddit), they are criticized as a dropshipper selling lower-quality, mass-produced items at inflated prices, leading to perceptions of being inauthentic or a 'scam'.

Copy Examples

• •Tired of blending in? So are we. Introducing the 'Midnight Bloom' Velvet Dress. For nights when you want your style to speak louder than words. Tap to shop and let your inner darkness blossom. #gothfashion #altstyle #rockndollstore
• •They told you it was a phase. Good thing we don't listen. 😉 Join the Rock 'n Doll family, where every day is a good day to be different. Shop our new collection and show them your style is eternal. #alternativefashion #beyourself
• •A short clip of someone in a bright, preppy outfit looking unhappy, then transitioning to a full Rock 'n Doll gothic ensemble with a confident expression. Text overlay: 'My personality finally matching my outfit.' Caption: 'That's better. 🖤 #gothgirl #transformation #alttiktok #rockndoll'
• •Your Closet Called. It's Bored. Don't settle for the mundane. We've just dropped a collection of pieces designed to defy convention and embrace the beautifully bizarre. Find your new favorite statement piece inside.
• •Stomp on conformity. These platform boots aren't just made for walking—they're made for making an entrance. With a sky-high platform and hardcore buckle details, you're ready to elevate your look and tower over the ordinary.