Brand Tone

Empowering, Supportive, Positive, Optimistic, Relatable, Authentic, Community-Focused, Friendly, Inspiring

Brand Values

• •Mental Health Awareness & Support
• •Self-Love & Self-Awareness
• •Positivity & Optimism
• •Kindness & Compassion
• •Community & Connection
• •Purpose-Driven Commerce
• •Ethical Considerations (aspired/stated)

Best Practices

• •Always Lead with Empathy and Understanding: Start from a place of acknowledging shared human experiences, especially around mental well-being and self-doubt. Use "we" to foster community and "you" to make it personal.
• •Infuse Positivity and Hope Genuinely: Even when addressing challenges, ensure the overarching message is optimistic and empowering. Avoid toxic positivity; instead, focus on resilience, growth, and the power of small positive actions.
• •Prioritize Authentic, Relatable Language: Use clear, straightforward language that resonates with your audience. On platforms like TikTok, embrace casual, everyday speech and relevant trends, but always align them with core values. Avoid overly corporate jargon.
• •Reinforce Core Values Consistently: Whether it's a product description, social media post, or customer service interaction, subtly weave in values like kindness, self-love, mental health awareness, and community. The message should be an undercurrent in all communications.
• •Encourage Interaction and Community Building: Frame copy to invite conversation, sharing, and connection. Ask questions, encourage user-generated content, and highlight community stories to make the brand feel like a shared space rather than just a retailer.

Social Perception

Positive Movement, Source of Comfort & Encouragement, Community Builder, Quality Products with Meaning, Youth-Oriented & Trendy (especially on TikTok), Concerns about Sustainability Transparency

Copy Examples

• •Instagram Post Caption (Image: Person smiling, wearing "You Are Enough" hoodie): Wrap yourself in a reminder that needs no filter: You. Are. Enough. Just as you are, right now. ✨ Let this hoodie be your cozy shield against doubt and a beacon of your inner strength. Join our community of kindness and wear your truth. #Selfawear #YouAreEnough #MentalWellness #SelfLoveJourney #WearYourStatement
• •TikTok Video Concept (Short, upbeat video): (Scene 1: Person looking stressed, picking at nails) Text overlay: "Feeling overwhelmed?" (Scene 2: Person puts on Selfawear anxiety ring, calmly spinning it) Text overlay: "Little reminders, big calm. ✨ #Selfawear #AnxietyRing #MindfulMoments #SelfCare #FidgetFriendly" Audio: Trending calming, positive music.
• •Facebook Ad Copy (Carousel ad showcasing different t-shirt designs): More Than Just a Tee, It's a Conversation Starter. ❤️ Each Selfawear piece is a message of hope, a spark of kindness, or a gentle reminder to breathe. Crafted with comfort and purpose. Which message speaks to you today? Shop the collection and spread positivity! #Selfawear #PositiveVibesOnly #MentalHealthMatters #BeKind #WearYourValues
• •Website Product Description (for a "Breathe" T-shirt): Inhale courage, exhale doubt. Our 'Breathe' tee is a soft, wearable reminder to find your calm amidst the chaos. Made with 100% combed cotton for ultimate comfort, it’s designed to feel like a gentle hug. Because sometimes, the most powerful thing you can do is simply... breathe. Join the Selfawear movement and carry your calm with you. #Selfawear #Breathe #Mindfulness #ComfortAndKindness #EthicallyMade
• •Email Newsletter Snippet (Subject: A Little Dose of Positivity to Your Inbox ☀️): Hey [Customer Name], Just a little note from the Selfawear team to remind you how amazing you are! We believe that small acts of kindness and moments of self-reflection can create big waves of positive change. That’s why we pour so much love into every design, hoping it brings a smile to your face and a little extra warmth to your day. Explore our latest arrivals designed to uplift and inspire. With good vibes, The Selfawear Crew #SelfawearCommunity #PositiveImpact #SelfLoveClub