Brand Tone

Relatable and Empathetic, Humorous and Witty, Friendly and Approachable, Reassuring and Supportive, Bold and Edgy (in a controlled way)

Brand Values

• •Destigmatizing Stress and Promoting Mental Wellness
• •Authenticity and Relatability
• •Community Building
• •Transparency and Quality
• •Making Life Less Scary/Delivering Happiness
• •Taking Risks and Continuous Improvement ("The Sky's the Limit")
• •Being Themselves ("Ryan Reynolds is the GOAT")

Best Practices

• •Embrace Relatability: Always write from a place of understanding. Use "we" and "us" to connect with the audience's shared experiences of stress and anxiety. Acknowledge that life can be overwhelming.
• •Inject Humor (Appropriately): Don't be afraid to be witty, use playful language, or incorporate relevant, lighthearted humor, especially in social media. Keep it aligned with the "edgy but caring" persona.
• •Keep it Simple and Direct: Avoid overly technical jargon. Explain CBD and its benefits in an easy-to-understand, approachable manner, like talking to a friend.
• •Focus on the Solution and Support: While acknowledging the "scaries," always pivot to the positive, reassuring message that Sunday Scaries offers a way to cope and feel better.
• •Stay Authentic to the Founders' Story and Values: Regularly revisit the brand's origin story and core values (destigmatizing stress, authenticity, community, delivering happiness) to ensure the copy consistently reflects the mission. For example, phrases like "We get it" or "Life doesn't have to be so scary" reinforce this.

Social Perception

Positive for Relatability, Trusted for Stress Relief, Approachable and Modern, Slightly Playful/Not Overly Serious, Seen as a Go-To for "Chill"

Copy Examples

• •Instagram Post (Image: Person happily relaxed on a Sunday evening): "That 'Sunday Scaries' feeling trying to creep in? Not today, stress monster. Our CBD gummies are your chewy armor against the pre-week dread. Chill out, you’ve got this. 😉 #SundayScaries #CBDandChill #WeekendVibes"
• •Facebook Ad (Video: Short, animated explainer of how CBD helps with stress): "Brain doing that frantic pre-Monday marathon again? 🤯 Hit pause. Sunday Scaries CBD is here to help you find your calm. Think of us as your chill-out co-pilot for life's little bumps. Learn more and reclaim your Sundays! #StressLess #CBDLife #SundayScariesSolved"
• •Email Subject Line: "🚫 No Scaries Here. Just Good Vibes & Great CBD." Email Body Snippet: "Hey [Name], That Sunday night doom-scroll getting you down? We’ve been there. That’s why we made Sunday Scaries – to kick those anxious thoughts to the curb and help you actually *enjoy* your downtime. Ready to make your evenings a little less scary and a lot more chill? Your peace of mind is just a gummy away."
• •Twitter Post: "Adulting is hard. Remembering to take your Sunday Scaries CBD shouldn't be. Keep calm and gummy on. 🐻 #Relatable #AnxietyHack #SundayScaries"
• •Product Page Snippet (for a new sleep product): "Tired of counting sheep... then recounting... then giving up and staring at the ceiling? Yeah, us too. Our new 'Sweet Dreams' CBD + CBN oil is like a lullaby in a bottle for your overactive brain. Get ready to tell those Sunday (and Monday, and Tuesday...) Scaries to take a hike, all night long. 😴 #SleepWell #CBDforSleep #SundayScaries"