Brand Tone

Passionate & Activist, Principled & Ethical, Empowering & Inspirational, Direct & Clear, Positive & Hopeful, Anti-Negative

Brand Values

• •Social Justice & Environmental Protection
• •Customer Focus
• •Integrity & Honesty
• •Ethical Practices
• •Empowerment & Development
• •Diversity & Inclusion
• •Kindness & Compassion
• •Giving Back

Best Practices

• •Anchor to core values: Always circle back to the foundational principles of social justice, environmental protection, kindness, and equality.
• •If discussing ethical sourcing or donations, provide clear, honest information, as they do in their 'Code of Conduct' and 'Donation Policy'.
• •Avoid 'woke washing' – ensure actions align with words.
• •Use inclusive language that resonates with advocates and those passionate about the causes WOKEMADE® supports.
• •Be firm in your stance on values, as demonstrated by their policy on not engaging with negativity online.

Social Perception

WOKEMADE® aims to be perceived as a brand that is genuinely committed to social justice and environmental protection. They embrace the term 'woke' by defining 'woke people' as those who believe in their values and purpose, hoping to create a community of principled changemakers and avoid the negative connotations sometimes associated with the term.

Copy Examples

• •Join our community of principled changemakers.
• •Our T-shirts are walking billboards for a safer, kinder, cleaner, and more compassionate planet.
• •We donate 10% of all profits to charitable causes related to our clothing themes and a portion of every sale to a carbon offset scheme.
• •We believe in embedding equality, diversity, and inclusion in all we do.
• •We do not engage with or tolerate negative, mean spirited, or vindictive trolls on any social platform.