Brand Tone

Inspirational, Supportive, and Empathetic. Authentic and Approachable

Brand Values

• •Mental Health Advocacy
• •Kindness and Anti-Bullying
• •Suicide Prevention
• •Authenticity & Self-Acceptance
• •Community & Support
• •Giving Back
• •Resilience & Hope

Best Practices

• •Embrace Empathy First: Always write from a place of understanding and compassion. Consider the emotional state of your audience, particularly given the brand's focus on mental health.
• •Use Inclusive and Affirming Language: Ensure your copy makes everyone feel seen, valued, and supported. Avoid jargon or exclusionary terms. Focus on messages of hope, acceptance, and resilience.
• •Maintain a Positive and Uplifting Voice: Even when addressing serious topics, frame your message in a way that inspires hope and encourages positive action rather than dwelling on negativity.
• •Be Authentic and Transparent: Share genuine stories (with permission) and be open about the brand's mission and the impact of customer support (e.g., how donations are used). Avoid overly corporate or salesy language.
• •Reinforce Core Values Consistently: Thread the brand's key values (kindness, mental health advocacy, self-acceptance, community) through all communication. Use signature hashtags like #StayKind, #IChooseToStay, and #StayYou to build recognition and reinforce the message.

Social Perception

STAY WEAR is generally perceived very positively by customers and the public. They are seen as more than just a clothing brand; they are viewed as a movement with a meaningful purpose. Customers appreciate the brand's dedication to mental health causes and find the apparel to be a way to express their support and spread positive messages. The brand is commended for its comfortable clothing and the positive impact it aims to make. The association with anti-bullying and suicide prevention efforts resonates strongly with their audience. There's a strong sense of community around the brand, with customers feeling connected to its mission.

Copy Examples

• •Instagram Post Caption (Image: Person wearing a "Stay Kind" hoodie, smiling): Wrap yourself in more than just comfort. Our 'Stay Kind' hoodie is a reminder that a little kindness can change everything – for yourself and for others. Wear the message, live the message. #StayWear #StayKind #MentalWellness #ChooseKindness
• •Facebook Ad Copy (Video: Short clips of diverse individuals sharing what helps them "stay"): Life has its storms, but you don't have to face them alone. At STAY WEAR, we believe in the power of resilience and the courage to #IChooseToStay. Our apparel is a small reminder of your inner strength. What helps you stay? Share your story. 10% of our profits support mental health initiatives. Shop with purpose.
• •TikTok Video Concept (Text overlay on a gentle, aesthetic video): Gentle reminder: Your journey is valid. Your feelings matter. It's okay to not be okay, and it's brave to ask for help. Keep going, keep growing. You've got this. #StayWear #MentalHealthMatters #YouAreNotAlone #SelfCareJourney #KeepOnTrying
• •Website Homepage Banner Text: STAY WEAR: Apparel That Speaks Volumes. More than a brand, we're a community dedicated to mental well-being, kindness, and the power of staying true to yourself. Wear your strength. Inspire change. #StayYou
• •Email Newsletter Snippet (Subject: A Little Note of Encouragement from STAY WEAR): Hi [Customer Name], in a world that often rushes, we wanted to send a little reminder to pause, breathe, and be kind to your mind. Remember, every season of life has a purpose for your growth. Explore our new collection designed to bring comfort and courage to your everyday. #StayWear #PositiveMindset #MentalHealthSupport