Brand Tone

Humorous, witty, inclusive, welcoming, passionate, nerdy, fan-oriented, relatable, authentic, informal, and conversational.

Brand Values

• •Inclusivity & Community: Creating a welcoming space for all fans.
• •Creativity & Originality: Providing fan-made merchandise as an alternative to officially licensed products, with unique designs.
• •Quality & Eco-consciousness: Offering vegan, eco-friendly soy candles with paraben and phthalate-free fragrance oils. Some products use upcycled vintage containers ("Heirloom Collection").
• •Passion for Pop Culture: Genuine love for fandoms, books, and pop culture icons.
• •Humor & Fun: Injecting comedy into their products and brand interactions.
• •Family & Small Business: Highlighting their mother-daughter team and small business nature.

Best Practices

• •Know Your Niche (and Own It): Always write from the perspective of a fellow fan. Use in-jokes, references, and language that resonates with specific fandoms, but ensure it's still understandable or intriguing to a slightly wider audience interested in pop culture.
• •Inject Humor Authentically: Don't force jokes. Let the humor arise naturally from the products, pop culture observations, or relatable fan experiences. A bit of sass and wit is good, but avoid negativity that isn't constructive or part of a shared fan sentiment (like playfully roasting a bad plot twist).
• •Prioritize Inclusivity in Language: Ensure copy is welcoming and doesn't alienate potential customers. Reflect the brand's mission of being a safe space. Avoid jargon that only a tiny fraction of a fandom would understand without context, unless it's for a very specific product targeting that micro-niche.
• •Be Conversational and Relatable: Write like you're talking to a friend who shares your passions. Use contractions, ask questions, and share genuine enthusiasm. Avoid overly formal or corporate language.
• •Create a "Brand Voice Guide" (even a simple one): Document key phrases, words to use/avoid, the desired emotional impact of the copy, and examples of on-brand and off-brand messaging. This will be especially helpful as the team grows or if outsourcing any copywriting. This guide should reinforce the core values of community, humor, and passion.

Social Perception

Positive, niche, targeted, approachable, friendly, and supportive of inclusivity.

Copy Examples

• •Instagram post for a new book-themed candle: "Still waiting for your Hogwarts letter? Yeah, us too. Console yourself with our 'Common Room Comforts' candle – smells like old parchment, a crackling fire, and the quiet thrill of knowing you're among fellow nerds. No Muggles allowed (unless they bring snacks). #BookLovers #FandomCandles #AngryHareCo #GetLit"
• •TikTok video script snippet: "Okay, let's be real. That season finale? TRASH. But you know what's not trash? Our new 'Plot Twist' room spray. One spritz and your space will smell less like disappointment and more like 'Okay, I can write better fanfic than that.' Link in bio if your emotional support fandom let you down this week. #FandomLife #AngryHareCo #Comedy #PopCultureRant"
• •Product description for a quirky, pop-culture-inspired art print: "Is your gallery wall looking a little too... 'adult'? Time to inject some glorious, unapologetic fandom with this [Character/Show reference] art print. Because life's too short for boring walls and pretending you don't know all the lyrics to the [Show's Theme Song]. #FanArt #PopCultureDecor #AngryHareCo #EmbraceYourInnerGeek"
• •Email newsletter subject line: "We Heard Your Fan Theories (and made a candle for them!) 🔥"
• •Website banner for a sale: "Our accountant said 'make it make sense.' We said 'MAKE IT FANDOM.' ✨ Huge sale on all your faves – because being this obsessed shouldn't break the bank. #AngryHareCo #Sale #FandomMerch #TreatYourself"