Brand Tone

empathetic, supportive, authentic, and gently defiant. It's also approachable and relatable.

Brand Values

• •Mental Health Advocacy: Openly discussing and destigmatizing mental health challenges.
• •Self-Acceptance & Authenticity: Encouraging individuals to embrace their true selves, including their struggles and uniqueness.
• •Inclusivity & Community: Fostering a sense of belonging for those who feel different or outside the "norm."
• •Empathy & Support: Offering understanding and validation for a wide range of emotional experiences.
• •Challenging Norms: Questioning societal pressures to conform and celebrating individuality.
• •Giving Back: Committing a portion of profits to mental health organizations.

Best Practices

• •Develop a "Voice and Tone" Guide: Document the brand's personality traits (e.g., empathetic, authentic, slightly irreverent but kind), core vocabulary (words to use and avoid), and examples of how the tone adapts to different situations (e.g., celebratory for new products, more somber for serious mental health topics).
• •Prioritize Empathy and Validation: Always approach topics from a place of understanding. Use language that validates feelings and experiences rather than offering unsolicited advice or platitudes.
• •Be Authentic and Relatable: Share stories (with permission) or use scenarios that resonate with the target audience. Avoid corporate speak or overly polished language that can create distance. Honesty about the ups and downs of mental well-being can be powerful.
• •Focus on "Us" and "We," Not Just "You": Foster a sense of community by using inclusive language. Frame messages as a shared experience, reinforcing that customers are part of a supportive group.
• •Review and Refine Consistently: Regularly audit website copy, social media posts, and marketing materials to ensure they align with the established tone. Get feedback from the community or team members to check if the messaging is landing as intended.

Social Perception

Customers connect deeply with the messages. Buyers are likely purchasing items not just as apparel, but as statements that reflect their personal experiences and values. The brand is seen as a source of validation and comfort. For individuals dealing with mental health issues or feeling neurodivergent, Normal Not offers a way to express themselves and feel understood. It fosters a niche community. The brand attracts people who share similar experiences and a desire for greater openness around mental well-being. The name "Normal Not" resonates. It aligns with a growing societal understanding that "normal" is subjective and that diversity in human experience should be acknowledged and accepted.

Copy Examples

• •Product Ad (for an "Anxiety Nonetheless" shirt): "Some days, anxiety is just there. And that's okay. Our 'Anxiety Nonetheless' tee is a soft reminder that you're moving forward, even when it's loud in your head. Wear your truth."
• •Social Media Post (general engagement): "Ever feel like you're speaking a different language than 'normal'? You're not alone. At Normal Not, we're all about embracing the quirks and conversations that make us who we are. What's one thing you're tired of pretending is 'normal'?"
• •Email Subject Line (for a new collection): "New Drops for the Beautifully Human You ✨"
• •"About Us" Snippet: "We started Normal Not because we believe it's time to change the conversation around mental health. It's okay to not be okay, and it's more than okay to be exactly who you are. Our clothes are just a way to wear that belief out loud."
• •Instagram Caption (for a customer photo): "We see you, and we honor your journey. ❤️ Thanks for sharing how you're rocking your Normal Not gear and embracing your authentic self. Every story shared helps someone else feel a little less alone. #NormalNot #MentalWellnessCommunity #YouAreNotAlone"