Brand Tone

Bold, confident, and direct; assertive and straightforward, with a focus on product and authenticity.

Brand Values

• •Authenticity
• •Confidence & Self-Assurance
• •Exclusivity & Identity
• •Hustle & Ambition

Best Practices

• •Lead with Confidence: All copy should be direct and self-assured. Use strong, declarative sentences and avoid tentative language.
• •Keep it Simple and Bold: The brand's power is in its straightforwardness. Avoid complex jargon or overly descriptive words. Let the brand name and the product do the talking.
• •Emphasize Authenticity: Continuously link the brand to the idea of being "real," "true," or "official." This reinforces the core value and distinguishes it from generic apparel.
• •Connect to the Culture: Regularly reference the connection to music, hustle, and street culture. Use hashtags and language that resonate with the target hip-hop and streetwear audience.
• •Create a Sense of Exclusivity: Frame product drops and collections as limited-edition releases. This encourages immediate action and reinforces the idea that wearing the brand makes you part of a select group.

Social Perception

Perceived as authentic merchandise connected to a specific music movement, rather than a standalone fashion brand. It is seen as an insider brand for those "in the know," with its perception largely confined to its direct consumer base and the fanbase of True Story Entertainment.

Copy Examples

• •Headline: Own Your Narrative. Body: This isn't just a hoodie. It's a statement. The official True Story hoodie is for those who write their own rules. Heavyweight fleece, bold design. Live your story. #TruestoryMerch #Streetwear #Authentic
• •Headline: The Official Uniform of the Streets. Body: You listen to the music, now live the brand. True Story Entertainment's official merch is here. Cop the 'Legendary' hoodie and 'True Story' joggers before they're gone. Shop now and rep the movement. #TrueStoryEntertainment #MacJ #HipHopFashion
• •Headline: No Fakes. No Fillers. Body: In a world of hype, stick to what's real. Our "True Story or No Story" tee is crafted from 100% premium cotton for a fit that lasts. The message is simple because the truth is all that matters. Wear it loud.
• •Subject: New Drop: The Legendary Collection Is Live. Body: It T_s time to elevate your look. The highly anticipated Legendary Collection just dropped. Featuring new colorways and our iconic design, this is more than apparel T_it's armor for the ambitious. Limited stock available. Be legendary.
• •Headline: True Story: In Person. For One Night Only. Body: We're bringing the brand from the web to the streets. Join us for an exclusive pop-up event. Shop the full collection, meet the artists, and experience the True Story movement firsthand. Don't hear about it later. Be part of it.