Brand Tone

empowering, proud, community-oriented, direct, unapologetic, inspirational, authentic

Brand Values

• •Inclusivity and Individuality
• •Empowerment of People of Color (POC)
• •Allyship
• •Authenticity
• •Community and Conversation

Best Practices

• •Lead with Purpose: Always connect the product back to the core mission. Every piece of copy, from a social media caption to a product description, should echo the values of empowerment, inclusivity, and pride.
• •Use "You" and "We" to Foster Community: Address the audience directly ("comfortable in your sknn") and use "we" to create a sense of a shared movement ("Our mission is to highlight..."). This builds a strong brand-customer relationship.
• •Embrace Bold & Unapologetic Language: Use direct, confident, and clear statements. The brand's power comes from its straightforward messaging like "[yea... i'm black]". Avoid passive or vague language.
• •Showcase Real Stories: Continue to leverage user-generated content and the founder's journey. Authentic stories are more powerful than any marketing slogan and build immense trust and connection with the audience.
• •Be Consistent Across Platforms: The tone on the website—proud and mission-driven—should be identical to the tone on TikTok and any future platforms. This consistency builds a recognizable and reliable brand identity.

Social Perception

A niche but engaged audience resonates with its message. The content is centered on pride in one's identity, particularly for Black and biracial individuals, and is received positively within its community. The perception is that of a purpose-driven brand that stands for a cause, rather than just a clothing line.

Copy Examples

• •Wear Your Identity. This isn't just a hoodie. It's a statement. At yib the brand, we create apparel that celebrates you, unapologetically. Be comfortable in your skin. Be proud of your story. Shop The Collection.
• •They asked me if I was... a statement maker / proud / a vibe / unapologetically me. [yea... i'm black]. And proud.
• •More Than Apparel. A Movement. We create clothing that sparks conversation and celebrates identity. Join the [yib] community.
• •It's not just a hoodie, it's a conversation starter.
• •Stand for something. This hoodie is for the allies, the supporters, and everyone committed to amplifying Black voices. Made for comfort, designed for impact. Every purchase supports our mission to highlight POC through conversation and charity.