Brand Tone

Humorous & Sassy, Relatable & Authentic, Empowering & Confident, Informal & Friendly

Brand Values

• •Self-Expression & Authenticity: Encouraging women to be unapologetically themselves.
• •Humor & Lightheartedness: Believing in the power of laughter and not taking life too seriously.
• •Female Empowerment & Confidence: Supporting and uplifting women.
• •Relatability & Community: Creating products and a space where women feel understood and connected.
• •Quality: Providing well-made products that customers enjoy.

Best Practices

• •Know Your Audience Deeply: Understand their humor, their daily struggles, their language, and what makes them tick. Write *for* them, as if you're talking to a friend.
• •Create a "Voice Guide": Briefly document key characteristics of your brand voice (e.g., "witty, sarcastic but not mean, uses emojis, relatable analogies, speaks directly to 'her'"). Include "words we use" and "words we avoid."
• •Read It Aloud: Before publishing any copy, read it aloud. Does it sound like your brand? Does it flow naturally? Does it have the right rhythm and punch? If it sounds stiff or off-key, revise it.
• •Be Consistent Across All Channels: Whether it's a product description, an Instagram caption, an email, or a customer service reply, the tone should feel familiar and consistent. This builds brand recognition and trust.
• •Inject Personality, But Stay True to Core Values: While humor and sass are key, ensure the underlying values (like empowerment and authenticity) still shine through. The humor shouldn't undermine the respect for the audience.

Social Perception

Positive & Fun, Relatable & Understanding, Good Quality & Service, Giftable, Niche Appeal

Copy Examples

• •Product: Coffee Mug with "I've Had It Up To Here" printed with a line near the top. Copy: "Let your mug do the talking before you've had your coffee. Our 'Up To Here' mug is the universal signal for 'approach with caffeine and caution.' Perfect for those mornings when your patience is as short as your espresso shot. ☕️💁‍♀️ #Mood #CoffeeFirst #SassyMornings"
• •Product: Wine Tumbler with "Pairs Well With Difficult People." Copy: "Some days require a little extra something. This tumbler isn't just for wine; it's for survival. Cheers to you for adulting, even when the guest list (or family gathering) is... challenging. You got this. 😉🍷 #WineOClock #SassySips #AdultingIsHard"
• •General Brand Post (Instagram Story): Visual: A colorful, eye-catching background with text. Copy: "Officially accepting applications for a nap assistant. Must be proficient in blanket-fluffing and 'do not disturb' enforcement. Serious inquiries only. (Okay, maybe not *that* serious, but a girl can dream, right? Shop our 'Tired as a Mother' collection for your official uniform.) ✨😴 #NapQueen #TiredButSassy #TheTrophyWifeShop"
• •Email Subject Line for a New Collection: Subject: "Warning: Our New Arrivals Might Make You Cackle (and Click 'Add to Cart')" Body Snippet: "Hey [Customer Name], ready for a fresh dose of sass? We've just dropped a new collection that's practically guaranteed to make you (or your bestie) LOL. From 'Are you serious, Clark?' holiday vibes to everyday 'I can't even' essentials, there's something to match every mood..."
• •Facebook Ad Targeting Friends of Women with Upcoming Birthdays: Headline: "She Deserves a Gift as Sassy & Fabulous as She Is!" Body: "Stop scrolling for boring birthday gifts! 🙅‍♀️ The Trophy Wife Shop has the hilarious, relatable, and totally Insta-worthy presents that will make her day (and probably make her snort-laugh). Shop tumblers, tees, and more that say what everyone's thinking! 😉 #BestieGifts #SassyBirthday #ShopSmall"