Brand Tone

Empathetic & Vulnerable, Introspective & Thought-Provoking, Authentic & Raw, Connective & Inclusive, Supportive & Healing, Sometimes Playful & Lighthearted

Brand Values

• •Human Connection
• •Authenticity & Honesty
• •Empathy & Understanding
• •Vulnerability
• •Exploration of Relationships
• •Transformative Conversations

Best Practices

• •Lead with Empathy: Always approach topics from a place of understanding and compassion. Use language that acknowledges the complexities and sensitivities of human emotions and relationships.
• •Embrace Authenticity: Use genuine, direct, and honest language. Avoid overly corporate or jargon-filled phrasing. Let the rawness and realness of human experience shine through.
• •Ask Evocative Questions: Mirror the brand's core offering by using questions in your copy to engage the audience and prompt introspection, rather than just stating facts.
• •Focus on "Connection," Not Just "Product": While the goal is to promote products, frame them as tools or catalysts for achieving deeper connection, understanding, and emotional exploration. Highlight the *experience* and *outcome* over just the features.
• •Show, Don't Just Tell, Vulnerability: Use storytelling and shareable moments (like clips from {THE AND}) to demonstrate the power of vulnerability and genuine interaction, rather than simply stating that the brand values these things. Encourage user-generated content that reflects these values.

Social Perception

Positively Received, Impactful & Meaningful, Catalyst for Conversation, Trusted Resource for Relationship Exploration, Engaging & Shareable

Copy Examples

• •Instagram Post (promoting {THE AND} Couples Edition): "Beyond the daily 'how was your day?' lies a universe of undiscovered feelings. 199 questions to journey deeper into the heart of your relationship. Are you ready to truly see each other? #TheSkinDeep #TheAndCouples #DeeperConnection #RelationshipGoals #MeaningfulConversations"
• •Facebook Ad (targeting people interested in personal growth): "We believe one conversation can change everything. Our card games aren't just games; they're bridges to understanding, empathy, and the messy, beautiful truth of human connection. Explore {THE AND} and unlock a new level of intimacy in your life. Learn more. #TheSkinDeep #HumanConnection #AuthenticRelating #VulnerabilityIsStrength #ExploreTogether"
• •TikTok Video Caption (short clip of an emotional moment): "That moment when the unspoken finally finds a voice. ❤️ Real people, real emotions, real connection. #TheSkinDeep #TheAnd #ShareHumanity #Emotional #Vulnerability #RealTalk"
• •Website Banner (for a new product or series): "The Skin Deep: Creating the Space for Humanity to Be Seen and Heard. Discover our tools for transformative conversations."
• •Email Subject Line (newsletter promoting a new article/video): "What if your toughest conversations held the key to your closest bonds?"