Brand Tone

approachable, insightful, and encouraging

Brand Values

• •Connection
• •Vulnerability
• •Empathy
• •Self-Discovery

Best Practices

• •Emphasize "Playful" Over "Clinical": Always frame the product as a game. Use words like "play," "discover," and "explore" rather than "treat" or "diagnose." This manages expectations and reinforces the brand's true nature.
• •Maintain an Encouraging and Gentle Tone: The copy should always feel safe, welcoming, and non-judgmental. Phrases like "a gentle challenge," "explore at your own pace," and "no right or wrong answers" will uphold this tone.
• •Focus on the "Why" – The Benefit of Connection: Every piece of copy should tie back to the core value of strengthening relationships. Highlight the outcome—deeper friendships, stronger family bonds, more insightful conversations—rather than just the features of the game.
• •Use Question-Based Copy to Engage: Since the product is a deck of questions, use questions in your marketing copy to pique curiosity and model the product's experience. For example, "What's a question you've always wanted to ask your parents?"
• •Leverage User-Generated Stories: Encourage buyers to share their experiences using a specific hashtag. Highlighting real stories of connection will provide powerful social proof and reinforce the brand's values and perception in an authentic way.

Social Perception

The public perception of 'Therapy by Dan,' the card game, is centered on its function as a tool for social interaction and communication. It is seen as a novel way to initiate conversations that might not happen otherwise. The association with 'Dan Universe' on platforms like TikTok and Instagram broadens this perception, positioning the brand within a larger context of relationship advice and emotional exploration. While the name 'Therapy' might initially be misleading, the product itself is clearly defined as a game, which likely manages user expectations toward a recreational, yet meaningful, experience rather than professional mental health services.

Copy Examples

• •Tired of the 'what's for dinner?' conversation? Go deeper. The 'Deep' level of our Therapy game is designed to spark the conversations you've been craving. Rediscover your partner tonight. #CoupleGoals #DateNightIn
• •Bridge the gap between generations. With questions for every level of comfort, the Therapy game helps families truly connect. Turn game night into a night of understanding. #FamilyBonding #MeaningfulConversations
• •Your friends are your chosen family. But how well do you *really* know them? Our 'Empathy' cards are your guide to seeing the world through their eyes. Tag a friend you want to connect with on a new level. #Friendship #RealConnection
• •POV: You just asked a question that changed the whole dynamic of the room... in a good way. That's the power of Therapy. #GameNight #DeepTalks #GetToKnowMe
• •Subject: Ready to open up? Welcome to Therapy by Dan. We believe a single question can open up a universe of understanding. Whether you're with lifelong friends or new acquaintances, our game is your key to unlocking more meaningful, memorable, and empathetic conversations. Start your journey to deeper connections today.