Brand Tone

Investigative & Confrontational, Serious & Factual, Direct & Uncompromising, Passionate & Urgent, Populist/Anti-Establishment

Brand Values

• •Accountability
• •Truth & Transparency
• •Independence
• •Justice & Fairness
• •Public Service
• •Humanity

Best Practices

• •Lead with Accountability: Ensure every piece of copy, whether an article headline or a social media update, reinforces the core mission of holding power accountable. Use strong verbs and direct language.
• •Maintain Factual Integrity: Even with a confrontational tone, ensure all claims are backed by evidence and well-sourced. This builds credibility and distinguishes the brand from unsubstantiated rhetoric.
• •Speak Truth to Power (Unflinchingly): Don't shy away from naming names or directly addressing those in positions of power. The tone should be confident and assertive, not timid or overly cautious when the facts are solid.
• •Emphasize Reader Empowerment: Frame content in a way that shows readers how the information empowers them or how their support contributes to meaningful change. This fosters a sense of community and shared purpose.
• •Use 'Lever' Metaphors Strategically: The brand name itself is a powerful metaphor. Occasionally incorporate language around 'leverage,' 'prying open,' 'shifting power,' or 'moving the world' to subtly reinforce the brand identity and mission.

Social Perception

Credible Investigative Source, Advocate for the People, Left-Leaning/Progressive, Impactful, Critical & Sometimes Polarizing

Copy Examples

• •REVEALED: How Dark Money Is Silently Buying Your Politicians. We Tracked Every Dollar.
• •They thought no one was watching. They were wrong. Our latest investigation exposes the apathetic regulators letting corporations poison [community/resource]. Demand action. #HoldThemAccountable #TheLever
• •Wear Your Watchdog Spirit. Every purchase from The Lever's store directly funds our fearless, reader-supported journalism. Help us keep digging, keep exposing, and keep fighting for the truth. This isn't just merch, it's a statement.
• •The Powerful Are Betting You Won't Read This.
• •Tired of corporate media spin? Get the unvarnished truth. The Lever delivers investigative journalism that holds power accountable. No paywalls, no corporate influence – just facts. Subscribe today and fuel the fight.