Brand Tone

Aspirational, urban, and confident. It speaks the language of its target audience —young, connected to street culture, and ambitious. The communication is direct and uses slang and cultural references relevant to the Trap and Funk scenes. It's a tone that conveys exclusivity and an "in-the-know" attitude, while also striving to be motivational with slogans like "Made for those who never stop."

Brand Values

• •Independence and Hustle
• •Authenticity
• •Exclusivity and Quality
• •Solidity/Resilience

Best Practices

• •Create a Voice and Tone Guide: Document the brand's personality, tone (aspirational, urban, confident), and language (including relevant slang and cultural terms). This guide should be the reference for anyone creating content for the brand.
• •Immerse in the Culture: The content creators must stay deeply connected to the Brazilian Trap and Funk scenes. This means listening to the music, following the artists, and understanding the evolving language and aesthetics of the culture to ensure authenticity.
• •Prioritize Visual Consistency: The raw, urban, and confident tone must be reflected in all visuals. Photo shoots, video styles, and graphic design should align with the established aesthetic seen on their Instagram and lookbooks.
• •Engage Authentically: When responding to comments and and messages, especially on Instagram and TikTok, maintain the brand's voice. Avoid generic corporate responses. Instead, communicate directly and personally, reflecting the 'by the hustle, for the hustle' ethos.
• •Be Transparent and "Solid" in Customer Service: Given the mixed reviews about fulfillment, it's crucial to address this head-on. Use the brand's tone to communicate transparently about the 'Print on Demand' process and delivery times. Reinforce the value of 'solidity' by being reliable and clear in customer interactions, turning a potential negative into a positive expression of the brand's commitment to quality over speed.

Social Perception

SS7– Solid Shop Seven is perceived as a hyped and culturally relevant streetwear brand, especially by those within its target demographic. Its connection to popular music artists gives it significant credibility and desirability. However, this positive perception is challenged by negative customer experiences shared on social media, particularly regarding product quality and fulfillment, with some accusing the brand of being a "golpe" (scam) or using a dropshipping model. This creates a duality in its reputation: it is seen as both a cool, insider brand and a potentially unreliable online store.

Copy Examples

• •The hustle doesn't stop. Neither does the style. The new SS7 tracksuit has arrived. Made at our base, designed for those who live on the edge. Every piece is a statement. Be solid. Wear solidity. Link in bio.
• •On-screen text: It's not just clothes. It's the hustle's uniform. Caption: We produce what we live. The new 7th WAVE collection is on the street. Get yours. #streetwearbrasil #trapbr #ss7 #nationalbrand
• •Headline: MADE FOR THOSE WHO NEVER STOP. Sub-headline: Exclusive pieces, in-house production. The quality you feel, the style that defines you. Button: Discover the New Collection
• •Subject: You were one of the first. Loyalty is solid. Body: Hey! We see you're already part of our story. To thank you for your solidity, we're giving you early access to our next collection, just for you. Keep an eye on your email tomorrow at 7 PM.
• •Headline: Solid Shop Seven (SS7) | The National Streetwear Brand. Description 1: Buy Exclusive Hoodies, Pants, and T-Shirts. In-House Production. Description 2: Worn by the biggest names in Trap and Funk. Be Solid.