Tono de Marca

The brand's tone is raw, empathetic, and unfiltered. It is characterized by honesty, vulnerability, a community-focused approach, and a dark yet resilient aesthetic.

Valores de Marca

• •Mental Health Advocacy
• •Authenticity
• •Community and Belonging
• •Resilience
• •Emotional Expression

Mejores Prácticas

• •Speak from the "I" and the "We": Use a personal, first-person voice (especially "I" when mirroring Joel's lyrical style) to maintain authenticity. Use "we" and "your community" to reinforce the bond between the band and its fans.
• •Embrace the Dark, But Hint at the Light: Don't shy away from heavy words like "drowning," "struggle," "pain," and "ghosts." However, always frame them within the context of resilience and survival. The message is not to glorify pain, but to endure it.
• •Use Lyrical Motifs: Weave words and themes from the band's songs into the copy. Phrases related to the ocean, drowning, ghosts, and anchors will resonate deeply with dedicated fans and strengthen brand identity.
• •Keep it Raw and Direct: Avoid overly polished, "salesy" language. The tone is unfiltered and honest. Short, impactful sentences often work better than long, elaborate ones. The copy should feel like a conversation, not a pitch.
• •Focus on Identity, Not Just Product: Frame merchandise as a symbol of belonging and personal history. The copy should answer the question, "What does wearing this say about me?" The answer should be tied to strength, resilience, and being part of the TAA community.

Percepción Social

The Amity Affliction is perceived as authentic and relatable, a source of comfort and validation for listeners, and consistent in its thematic and sonic style. For its dedicated fanbase, it's more than a band; it's a community and a symbol of survival.

Ejemplos de Copy

• •This isn't just a t-shirt. It's armor for the days you feel tangled up. The 'Barbed Wire' tee is a reminder of the fight, the struggle, and the strength it takes to pull through. Wear your story.
• •This is what it's all about. Every face in this crowd is a part of our story, and we are a part of yours. You are our community. You are our anchor. Tag the person who has been your anchor.
• •For the heavy days. New designs inside. We forged these new pieces in the same fire we write our music. They are for the cold nights, the tough mornings, and for every moment you need to feel you're not in this alone. We see you. We hear you.
• •New record, same fight. Not Without My Ghosts. Listen now and find your voice in the noise.
• •More than music. It's a statement. It's survival. It's our affliction. Shop the new collection now.