Brand Tone

Serious, responsible, reassuring, direct, informative, and authoritative. It aims to empower customers by shifting from fear to confidence in preparedness, focusing on practical solutions.

Brand Values

• •Preparedness
• •Self-reliance
• •Security & Safety
• •Trust & Reliability
• •Practicality

Best Practices

• •Use a Reassuring, Not Alarming, Tone: The goal is to empower, not frighten. Frame preparedness as a responsible, logical step. Use words like "security," "confidence," "peace of mind," and "readiness" instead of focusing on fear or panic.
• •Be Direct and Informative: Avoid jargon and vague marketing claims. Clearly state what each product does and what problem it solves. List the contents of kits, specify shelf life, and explain the function of the equipment.
• •Cite Authoritative Sources: Casually referencing recommendations from official bodies like MSB or Krisinformation.se lends credibility and reinforces the idea that home preparedness is a civic responsibility, not an extreme lifestyle.
• •Focus on the Benefit (Security): The product is a kit or a piece of gear, but the benefit is security, self-reliance, and safety for one's family. The copy should always connect the product's features back to this core emotional benefit.
• •Maintain a Consistent Call to Action: End copy with clear, empowering instructions. Phrases like "Secure your kit today," "Take the first step towards preparedness," or "Be ready for anything" reinforce the brand's proactive ethos.

Social Perception

Perceived as a practical, serious, and pragmatic supplier for essential preparedness needs, aligning with official recommendations and the mainstream shift of 'prepping' as a responsible practice.

Copy Examples

• •Power outage? Storm warning? With our Home Preparedness Kit, you're not worried. You're ready. Don't wait for the lights to go out. The Alltid Klar Premium Kit for four people contains everything you need to manage for 72 hours: a storm kitchen, emergency food, water purification, and first aid. Order today and secure your family's peace of mind.
• •While others wait for help, you'll be the help. True security isn't hoping for the best; it's preparing for the worst. Our survival backpacks are designed for mobility and function, equipped with the essential gear you need when staying put isn't an option. Be self-reliant. Be Alltid Klar.
• •The most important insurance you can't buy after the crisis has already begun. Your home insurance protects your property. Our crisis kits protect your family. With food and water with a 25-year shelf life, you make one investment in your family's safety that lasts for decades.
• •Recommended by authorities. Assembled by experts. Trusted by families. Swedish authorities recommend that every household be able to manage on its own for at least a week. We've taken that advice to heart. Our crisis kits are thoughtfully assembled with reliable, high-quality gear to meet official recommendations and give you real security.
• •What's in your emergency pantry? When store shelves are empty, a well-stocked pantry is invaluable. Go beyond extra cans of beans. Our emergency food packs offer long-term storage, high nutritional value, and are easy to prepare with minimal resources. Build your security, one meal at a time.