Brand Tone

Authentic, raw, heartfelt, grounded, and unpretentious, reflecting a blue-collar work ethic, grit, resilience, vulnerability, and emotional honesty.

Brand Values

• •Authenticity and Roots
• •Musical Craftsmanship and Hard Work
• •Storytelling
• •Community and Connection

Best Practices

• •Anchor in Authenticity: Always use direct, honest, and unpretentious language. Avoid marketing jargon or trend-chasing. The voice should feel like it's coming directly from the band, not a marketing team.
• •Highlight Your Roots: Regularly incorporate references to Appalachia, Virginia, and the specific imagery of 'the holler.' This reinforces the brand's core identity and distinguishes it from mainstream country.
• •Tell the Story: Frame everything—from merchandise to tour dates—within the larger narrative of the band. A t-shirt isn't just a product; it's a piece of a song's story. A tour isn't just a series of dates; it's another chapter in their journey on the road.
• •Emphasize 'Earned, Not Given': Subtly weave in the theme of hard work, perseverance, and the 'blue-collar' ethos. This resonates with the existing fanbase and reinforces the perception of the band's legitimacy.
• •Use the Language of Soul and Grit: Employ descriptive words that evoke the sound and feeling of the music—terms like 'raw,' 'soulful,' 'gritty,' 'powerful,' 'heartfelt,' and 'rock-and-roll.' This creates a sensory connection to the brand's sonic identity.

Social Perception

49 Winchester is perceived as a legitimate, hard-working band authentically earning its success. They are seen as a refreshing force in country and rock, offering a sound that is both traditional and modern. Fans appreciate their 'from the ground up' story and the genuine emotion in their music, viewing them as true Appalachian artists who have stayed true to their roots while growing in popularity.

Copy Examples

• •Some roads always lead home. The ‘Russell County Line’ tee is here. It’s more than just a shirt—it’s a piece of the story. Woven from the holler, for the long haul. Shop the new merch now. Link in bio. #49Winchester #AppalachianSoul #RussellCounty
• •PITTSBURGH, you ready to get loud? We're bringing the sound of the mountains to the Thunderbird Cafe on Friday. Expect a night of raw soul, rock and roll, and songs sung from the heart. It’s been a long road, and we can’t wait to share it with you. Grab your tickets before they’re gone. This is one for the books. #49WinchesterLive #FortuneFavorsTheBold
• •Leavin' This Holler. The new album is out now. Ten tracks about where we've been and where we're going. It's the story of leaving home to chase a dream, and the pieces of that home you carry with you. This is our sound, refined. This is Appalachian soul. Listen now. [Link] #LeavinThisHoller #49Winchester
• •Ten years of miles on the van, calluses on our fingers, and songs from the soul. We started on Winchester Street with a dream and we're still chasing it, just on bigger stages. To everyone who’s been on this ride with us, thank you. We’re just getting started. #49Winchester #BlueCollar
• •Here's 'Damn Darlin',' live from a stage we only used to dream about. You can feel the history in rooms like this. For us, every song is a story, and this one’s about the kind of love that grounds you, no matter how far you roam. Thanks for singing along with us. Full show coming soon. #DamnDarlin #LiveMusic #Appalachia