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Unless you've been living under a rock, you’ve probably seen the words brat and demure trending all over social media. These two personas have taken over TikTok, Instagram, and beyond, defining not just aesthetic trends but entire approaches to tone of voice and self-expression. And for brand owners, they offer a fun lens through which to view your own messaging strategy.
But before you rush to slap a brat or demure label on your brand, let’s dive into what these trends actually mean and how they came about.
The Backstory
First, let’s talk about brat. This trend exploded thanks to pop star Charli XCX and her album, Crash, which many fans dubbed the soundtrack to "brat summer." Brat isn’t about being an actual spoiled child—it’s a mindset of being unapologetically yourself, embracing the mess, and prioritising fun over perfection. Charli herself described it as being the girl who’s “a little messy, maybe says dumb things, but feels herself anyway.”
On social media, the brat aesthetic is loud, colorful, and a bit chaotic—think bold makeup, over-the-top outfits, and a carefree attitude.
Then came demure, which emerged as the calm counterbalance to brat. Fueled largely by TikTok creator Jools Lebron, the demure trend is all about quiet confidence, mindfulness, and being subtly polished. Unlike brat, demure isn’t about drawing attention—it’s about being understated, poised, and intentional. It’s the person who waits politely to leave the plane instead of rushing the aisle, who opts for clean, minimalist fashion, and who shows up looking effortlessly put-together without making a scene.
In a world where we often swing between extremes, these two trends are the epitome of opposing forces. Brat is the vibrant party in the DJ booth, while demure is sipping prosecco in the VIP lounge, nodding politely to the music. One is loud and proud; the other is composed and considerate.
What Brat and Demure Mean for Your Brand’s Voice
Now that we know where these trends came from, let’s talk about what they can teach us about branding. You might be wondering, “Do I need to rebrand my whole business to fit into one of these personas?” The short answer is no (and please don’t!). But understanding these trends can help you refine your own tone of voice or experiment with how you communicate with your audience.
Brat is all about being bold, expressive, and unfiltered. For a brand, this could mean using cheeky language, taking risks with your content, and unapologetically showing your personality. It’s about standing out and not being afraid to be a little extra—because that’s where the fun is.
Demure, on the other hand, is refined, subtle, and mindful. It’s a tone of voice that’s more focused on clarity, gentleness, and elegance. A demure brand voice might prioritise thoughtful, well-structured messaging, with an emphasis on quality over quantity. It’s about letting your brand’s values speak softly but powerfully, rather than shouting from the rooftops.
But here’s the twist: some brands are leaning into the irony of not being “demure” at all while using trending demure audio or visuals. This kind of playful contradiction is where trends get fun—acknowledging them with a wink, while still staying true to your voice.
Bringing It All Together
At the end of the day, brat and demure are just the latest in a long line of internet trends that come and go. But what they really highlight is the importance of understanding your brand’s voice and having the flexibility to adapt to different contexts while staying true to your identity.
So, instead of jumping on the bandwagon and trying to force your brand into one of these categories, why not have a little fun with it? Experiment with different tones when the moment is right.
Because whether you’re bratty, demure, or somewhere in between, your brand’s voice should always reflect who you are—and, most importantly, how you connect with your audience.
So, there you have it—a deep dive into the brat and demure personas taking over social media, and what they mean for your brand’s tone of voice. Are you feeling more brat or demure today? Or maybe you’re just rolling your eyes at the whole thing. Either way, the next time you spot these trends in the wild, you’ll know exactly what they’re all about.
And hey, if you’re ready to refine your brand’s tone of voice or explore what really resonates with your audience, let’s chat! (No need to pick sides—there’s room for all vibes here.)
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