Brand Tone

Humorous, relatable, candid, and unapologetically bold. Her communication style is informal and conversational, often employing slang and profanity. It has a 'big sister' or 'best friend' vibe, self-deprecating, and leans into edgy, provocative themes.

Brand Values

• •Authenticity and Transparency
• •Humor and Irreverence
• •Self-Acceptance and Confidence
• •Community and Connection

Best Practices

• •Embrace Imperfection: Don't be afraid to show the uncurated, messy side of things in your copy. Use humor that is self-aware and pokes fun at the brand's own persona.
• •Use Conversational Language: Write as if you're talking to a friend. Use slang, humor, and even profanity where appropriate and authentic to the brand's voice. Avoid overly polished or corporate-sounding language.
• •Stay Bold and Edgy (Within Reason): The provocative nature of the brand is a key differentiator. Continue to lean into this with edgy slogans and candid commentary, but remain aware of platform guidelines to avoid being flagged or removed.
• •Listen to Your Community: Pay attention to the inside jokes and language used by your followers. Incorporating these elements into your copywriting will strengthen the sense of community and make your audience feel like insiders.
• •Be Consistent Across All Channels: Whether it's a product description, a TikTok caption, or a podcast episode title, the tone should be instantly recognizable as Sadie Crowell's. This creates a cohesive and memorable brand experience.

Social Perception

Largely polarized. Fans view her as hilarious, down-to-earth, and relatable, appreciating her honesty and connecting with her authenticity. Critics often voice concerns about glorifying certain lifestyles, question her authenticity, or judge her provocative content and merchandise.

Copy Examples

• •Official uniform for when the sun goes into hiding and so do you. At least we can be cozy. 🤝 Link in bio to join the club.
• •Me trying to get my life together.' Voiceover: 'You know what? It's fine. My 'Walking Red Flag' tee gets it. Get yours and let's be disasters together.
• •Our 'Flirting Under the Influence' Tank is Back...no bad decisions required.
• •For mornings when you just can't. Let the mug do the talking while you sip your coffee in peace. A perfect gift for the professional people-avoider in your life.
• •Alright guys, before I get into today's questionable life choices, I wanted to let you know we restocked the 'What's Up F*ckers' hoodies. Because sometimes, you just gotta announce your arrival, you know?