Brand Tone

Empowering, Supportive, and Approachable

Brand Values

• •Empowerment
• •Safety
• •Community
• •Authenticity
• •Style

Best Practices

• •Always Lead with Empowerment: Frame messages around empowerment using active, inspiring language, e.g., "Take control of your safety" instead of fear-based wording.
• •Speak Like a Supportive Friend: Adopt a warm, approachable, and encouraging tone. Use "you" and "we" to create connection and foster community.
• •Balance Style and Substance: Connect stylish aesthetics to primary safety function, highlighting how design encourages consistent use and enhances effectiveness.
• •Incorporate the Mission into Everything: Weave the brand's mission into all content, reminding the audience their purchase supports a woman-owned business dedicated to a powerful cause.
• •Create a "Tone of Voice" Guide: Develop an internal document with keywords/phrases to use (e.g., "empower," "confidence") and avoid (e.g., "scared," "victim") to ensure consistent voice.

Social Perception

The brand is perceived as a mission-driven and valuable resource for women's safety, a positive and modern brand that successfully destigmatizes personal safety devices. Customers feel a personal connection and view the products as effective, well-designed, and confidence-boosting.

Copy Examples

• •Style that protects. Confidence you can carry. Our self-defense keychain is more than an accessory —it's your daily reminder that you are powerful and prepared. #Selfdefgirl #EmpoweredWomen
• •Your safety doesn't take a day off. Stay prepared and feel secure everywhere you go. Our keychain is designed for your life. #SafetyFirst #AlwaysPrepared
• •Your Peace of Mind is Priceless. Feel confident, secure, and in control with our stylish self-defense keychains. Designed for women, by women.
• •We're more than just a brand —we're a community. Thank you for joining our mission to empower women everywhere. Your new keychain is a symbol of your strength and a tool for your safety. Here's to walking through the world with confidence.
• •The Cutest Thing That Could Save Your Life. Don't choose between safety and style. TAKE CARE – Selfdefgirl offers beautiful, discreet self-defense keychains that attach to anything. Give yourself or someone you love the gift of confidence. Shop now.