Brand Tone

Playful, Bold, and Community-Centric, characterized by sassiness, humor, enthusiasm, approachability, supportiveness, and engagement.

Brand Values

• •Self-Expression and Creativity
• •Community
• •Passion-Driven Quality
• •Small Business Authenticity

Best Practices

• •Embrace the Wit: Continue using clever, humorous, and pop-culture-relevant names for products and collections. This is a core part of the brand's identity and a key differentiator.
• •Speak Like a Friend, Not a Corporation: Use conversational and slightly informal language in all communications. Phrases like "Hey you gorgeous weirdos," "Y'all," and direct, enthusiastic statements build rapport and feel authentic.
• •Champion the Community: Regularly feature user-generated content (#nailfies) on social media and continue to actively engage with the Facebook group. This reinforces the value of community and makes customers feel seen and appreciated.
• •Lead with Passion: The founder's story is a powerful asset. Continue to share behind-the-scenes content, the inspiration for new colors, and personal messages to maintain the authentic, passion-driven feel of the brand.
• •Be Bold in Visuals and Voice: Match the bold product colors with equally bold and confident copywriting. Don't be afraid to be cheeky, use emojis, and let the brand's "sassy" personality shine through in every post, description, and email.

Social Perception

Perceived as a high-quality, fun, and community-oriented indie brand with excellent products, a vibrant and supportive community, and a creative personality.

Copy Examples

• •Stop being boring. Your nails are begging you. Our new 'Retro-Ho-Ho-Ho' Holiday Collection just dropped, and it’s serving up pure, unapologetic sparkle. Go on, make your nails the main character this season. Link in bio to get yours before they’re gone. #SassyMouthDipPowder #HolidayNails #GlitterNails #DipPowder
• •Hey, Sassy fam! You asked (and asked, and asked 😉) so we delivered! Our fan-favorite 'Send Noods' is officially back in stock. Perfect for when you want to look polished but still feel a little mischievous. Thanks for being the best (and sassiest) community out there! Grab yours now! #SassyMouth #FanFave #NailCommunity
• •Product: After Hours - A deep, mysterious shimmer for moods that start after midnight. This powder is as smooth as your best pick-up line and twice as effective. Perfect for late-night adventures or just feeling fabulous while binge-watching your favorite show. Because self-care shouldn’t be boring. One dip and you'll wonder where this has been all your life.
• •Oops, we did it again... ✨ New shades inside.
• •That feeling when you finish your mani and can't stop staring. ✨ Using 'What the Fae?' from our Sassy Sprite Collection. Who needs a fairy godmother when you’ve got dip powder this magical? 🧚‍♀️ #sassymouthdippowder #diynails #nailtutorial #glitternails #uvnails