Brand Tone

Direct & Confident, Patriotic & Respectful (to its community), Inspirational & Motivational, Edgy & Bold, Community-Oriented, Authentic

Brand Values

• •Patriotism
• •Preparedness/Self-Reliance
• •Strength & Resilience
• •Support for Veterans & First Responders
• •Freedom & Liberty
• •Quality
• •Community

Best Practices

• •Embrace a "No-Nonsense" Voice: Use clear, direct, and strong language. Avoid overly soft, passive, or ambiguous phrasing. Get straight to the point.
• •Incorporate Core Values Regularly: Weave in terms and concepts related to patriotism, preparedness, strength, service, and community into product descriptions, social media updates, and email marketing.
• •Speak Directly to Your Audience: Use "you" and "we" to foster a sense of connection and shared identity. Acknowledge their experiences and values (e.g., "For those who've served," "If you believe in...").
• •Maintain Authenticity: Ensure the messaging aligns with the veteran-owned identity. Share stories or insights that resonate with this background, if appropriate and comfortable for the brand. Avoid trying to be something they are not.
• •Be Bold but Responsible: While the tone is edgy, ensure the messaging, especially around sensitive topics like "violence" or self-defense, is framed within a context of responsibility, preparedness, and the protection of self and loved ones, rather than aggression for its own sake. This aligns with "Violent but Kind" – the capacity for action, tempered by good character.

Social Perception

Positive within its Niche, Supportive Community, Potentially Polarizing (to outsiders), Seen as High Quality

Copy Examples

• •In a world that prefers complacency, we choose readiness. The 'Stay Dangerous' tee isn't just apparel; it's a mindset. Veteran-designed for those who understand that being capable is a responsibility. Gear up. Stay alert. Stay Dangerous.
• •Freedom isn't free, and preparedness isn't a part-time gig. At 6 Whiskey, we stand for the unwavering spirit of this nation and the individuals who protect it. Veteran Owned. American Proud. What do you stand for?
• •Engineered for the Unyielding: New Arrivals at 6 Whiskey.
• •Forged from service, built on principle. 6 Whiskey is more than a brand; it's a commitment to the values that define us: Patriotism, Preparedness, and the unwavering spirit of the American protector. Every stitch, every design, every message comes from a place of authentic experience.
• •This isn't just a logo, it's a symbol of a community. A tribe of individuals who value strength, honor, and the readiness to face whatever comes next. Tag a brother or sister-in-arms who embodies the 6 Whiskey spirit. #CivilianPreparedness #VeteranOwned #Patriot