Brand Tone

The brand's tone is a unique blend of passionate artisan, witty insider, and inclusive advocate.

Brand Values

• •Authenticity & Self-Expression
• •Craftsmanship & Quality
• •Inclusivity & Community
• •Passion

Best Practices

• •Lead with Passion, Follow with Wit: Start with the genuine love for the craft. Use descriptive words about the art of chainmaille, then inject the witty, "insider" tone. This balances professionalism with personality.
• •Embrace the Irony of the Name: Continuously play with the "strictlygeneric" vs. "anything but generic" dichotomy. Use it in headlines, taglines, and social media bios to reinforce the brand's clever identity.
• •Speak Directly to the Niche: Don't shy away from using language understood by the "Human Pet Play" and BDSM-adjacent communities. This authenticates the brand and builds trust. Phrases like "puppies, horses, kitties" are already used effectively.
• •Center Inclusivity in All Messaging: Always reinforce the brand’s identity as a safe and proud LGBTQIA+ owned space. Mention it in bios, website footers, and "About Us" pages. This is a core value, not a footnote.
• •Keep it Clean and Direct: The visual identity is minimalist. The copy should mirror this by being clear, direct, and free of excessive jargon, even when talking about a specialized craft. Let the quality of the product and the strength of the message do the heavy lifting.

Social Perception

The brand is perceived as a highly respected, high-quality, and authentic artisan within its niche communities. It is seen as trusted, authentic, community-focused, creative, and unique, offering excellent, custom work.

Copy Examples

• •Generic? Never. This isn't just a collar; it's a statement. Handwoven, one ring at a time, because your identity deserves to be anything but uniform. Explore the new collection. #StrictlyGeneric #Chainmaille #Handcrafted #SelfExpression #PetPlayCommunity
• •Weaving with Empathy and Purpose. Custom Chainmaille for the Beautifully Unique.
• •They say armor is for protection. We think it’s for expression. Our handcrafted harnesses are built for presence, designed for personality, and woven for you. Tell us your vision—from the weave to the material—and we'll make your second skin a reality. Let's create something that is unapologetically you.
• •Forget the candy hearts. Show your love with steel.
• •Headline: Anything But Generic. Body: "You're not one-size-fits-all, so why should your accessories be? At strictlygeneric, we handcraft custom chainmaille collars, harnesses, and more that feel like *you*. As an LGBTQIA+ owned brand, we celebrate every identity. Let's build your perfect piece together. #ChainmailleArt #CustomJewelry #LGBTQOwned"