Brand Tone

Edgy, Confident, and Community-Focused

Brand Values

• •Self-Expression
• •Quality Craftsmanship
• •Authenticity
• •Community

Best Practices

• •Speak the Language of the Subculture: Use terms and references that resonate with the alternative, goth, and metal communities. Avoid generic corporate jargon. The tone should feel like it's coming from a member of the community, not a marketer.
• •Keep it Direct and Confident: Use strong verbs and concise sentences. The copy should be as bold as the designs. Let the product be the hero and avoid hype-filled, overly salesy language.
• •Prioritize "You" Over "We": Frame the copy around the customer's identity and self-expression. Instead of "We made this cool shirt," try "Express your dark side with this shirt." Make the customer the protagonist of the brand story.
• •Incorporate Social Proof and Community: Regularly feature customer testimonials and photos in marketing copy. Phrases like "Fan-favorite," "As seen on the #trancefam," or direct quotes build trust and reinforce the sense of community.
• •Maintain Visual and Textual Consistency: Ensure the edgy, dark tone of the copy is always matched by the visuals it accompanies. Every element, from the font choice on the website to the filter on an Instagram photo, should align with the brand's core identity. This creates a powerful, immersive brand experience.

Social Perception

Cool, authentic, and high-quality source for alternative clothing; perceived as a brand "for them," not a large corporation co-opting a subculture.

Copy Examples

• •Headline: Unleash the Abyss. Body: Our new 'Cerberus' tee is now live. Printed on premium, heavy-duty cotton for a fit that lasts. Wear it loud. [Link in Bio] Hashtags: #newdrop #darkwear #gothicfashion #tranceapparelco #streetwear
• •Subject: Back From The Shadows: The Reaper Hoodie is Restocked. Body: You asked for it. The fan-favorite 'Reaper' hoodie is back in all sizes. We've restocked a limited quantity, so don't wait for it to disappear again. Claim yours now. Call to Action: [Shop Now]
• •Headline: Your Style. Our Gear. Body: We see you repping Trance out there and it's everything. Tag us @tranceapparelco and use #trancefam in your fit pics. We're featuring our favorites all month. Hashtags: #altstyle #gothstyle #customerfeature #trancefam
• •Headline: Apparel for the Unconventional. Sub-headline: Premium quality. Unapologetic designs. Free shipping on orders over $100. Call to Action: [Shop The Collection]
• •Headline: Your New Favorite Band Tee Isn't From a Band. Body: Tired of low-quality merch? Trance Apparel Co. delivers designs inspired by the dark and heavy, printed on clothing built to survive the pit. Discover graphics that match your playlist. Call to Action: [Learn More]