Brand Tone

Humorous & Playful, Authentic & Relatable (Swiss German Focus), Youthful & Energetic, Community-Oriented

Brand Values

• •Entertainment & Joy
• •Authenticity & Local Pride
• •Creativity
• •Connection

Best Practices

• •Embrace Swiss German (and Bernese Dialect): Continue to strategically use local dialect in a way that is inclusive to the target audience and reinforces authenticity. Define when to use it more heavily (e.g., social media) versus when to be more broadly understood (perhaps some website sections for wider Swiss appeal).
• •Stay True to TheRealScherz Persona: The brand is an extension of Patrick Scherz. All copy should reflect his established humorous, relatable, and energetic style. If others write copy, they must be deeply familiar with his voice.
• •Focus on Relatability and Local Nuances: Tap into everyday Swiss life, cultural quirks, and shared experiences that resonate with the local audience. Use insider jokes and references where appropriate.
• •Prioritize Humor and Playfulness: Ensure that the comedic element remains central. Whether it's witty product descriptions, funny social media captions, or engaging ad copy, the goal is to make people smile.
• •Engage with the Community: Maintain an interactive and conversational tone. Respond to comments and messages in a way that reflects the brand's personality, fostering a sense of belonging among followers and customers. Use user-generated content or ideas when fitting.

Social Perception

Positive Engagement, Recognized Influencer, Niche Appeal, Merchandise as Fan Apparel

Copy Examples

• •Product Ad (Gigu Hoodie): Feeling more Bernese than a Zytglogge chime? Our Gigu Hoodie is here! So comfy, you'll want to 'hocke' in it all day. Warning: May cause spontaneous outbreaks of 'Bärndütsch' and an uncontrollable urge to chill by the Aare. Get yours and wear your Bern pride! #GiguStyle #BernLove #TheRealScherz
• •Social Media Post (New Video Teaser): Hold onto your Schoggis! 🍫 A brand new TheRealScherz video is dropping tomorrow! We've gone full 'HD-Soldat' on this one. You won't believe what happens when [vague, funny premise related to Swiss life]. Tag a friend who needs a good laugh! #SwissComedy #TheRealScherz #NewVideo #LachenGarantiert
• •Website Banner (General Shop): Shop TheRealScherz official merch! From Gigu hoodies that scream 'Bern, baby!' to caps that'll make your 'Nachbar' jealous. Support your favorite Swiss content creator and look 'gruusig guet' doing it! #ScherzArtikel #OfficialMerch #SupportLocal
• •Instagram Story (Interactive): Quick Poll: What's the most 'Gigu' thing you've done this week? A) Complained about the weather, B) Eaten Rivella with everything, C) Spoken Bärndütsch to a tourist by accident. Let us know! 😂 #SwissLife #GiguMoments #TheRealScherz
• •Email Newsletter Snippet (Promoting a Sale): Psst... want to upgrade your 'Znüni' break style? For a limited time, grab our exclusive TheRealScherz gear with a cheeky discount! Because life's too short for boring clothes. Click here before your 'Grosi' buys it all! #Sale #ScherzArtikel #TreatYourself