Brand Tone

Patriotic, Rebellious/Edgy, Supportive/Community-Oriented, Direct/Bold, Informal but Passionate

Brand Values

• •Patriotism
• •Support for Heroes
• •Standing for What's Right
• •Freedom
• •Strength & Resilience
• •Unity
• •Authenticity/Being True to Oneself

Best Practices

• •Embrace the "Bad Ass" but Stay True to Patriotism: While the "badass" element provides an edge, ensure it always circles back to the core values of patriotism, respect for heroes, and standing for what's right. The "badass" is defined by these principles, not just rebellion for its own sake.
• •Use Strong, Direct Language: Avoid passive voice or overly nuanced phrasing. Be bold, confident, and clear in your messaging. Use evocative words that resonate with strength, freedom, and American pride.
• •Visually Match the Tone: Ensure all imagery and design elements align with the patriotic, edgy, and supportive tone. This includes product photography, social media graphics, and website aesthetics.
• •Engage Authentically with Your Community: When interacting on social media or with customer reviews, maintain the brand's voice. Show genuine appreciation for support, especially from the military and first responder communities. Reinforce the sense of shared values.
• •Consistently Highlight Support for Heroes: Regularly weave in messaging about how the brand gives back and supports veterans and first responders. This reinforces a key brand value and resonates deeply with the target audience.

Social Perception

Positive within Target Niche, Niche Appeal, Association with "Badass" Archetype, Seen as Supportive

Copy Examples

• •Headline: STAND FOR THE FLAG. LIVE LIKE A BAD ASS. Body: This isn't just apparel. It's a statement. For those who bleed red, white, and blue, and aren't afraid to show it. Gear up with American Bad Ass Apparel and wear your pride on your sleeve. Call to Action: Shop True Patriot Gear.
• •Headline: FORGED IN FREEDOM. WORN BY HEROES (AND THOSE WHO SUPPORT THEM). Body: From the front lines to the homefront, American Bad Ass Apparel honors the brave. Our gear is for the military, veterans, first responders, and every patriot who stands with them. Quality apparel for an unbreakable spirit. Call to Action: Support Our Heroes – Shop Now.
• •Headline: UNAPOLOGETICALLY AMERICAN. UNDENIABLY BAD ASS. Body: Tired of blending in? American Bad Ass Apparel is for those who stand tall, speak their minds, and live by their own code. Patriotism never looked so bold. Call to Action: Unleash Your Inner Bad Ass.
• •Headline: MORE THAN A BRAND. IT'S A BROTHERHOOD (AND SISTERHOOD). Body: We're a community of patriots, bikers, defenders, and an American Bad Ass generation. Join us. Wear the gear that says you're part of something bigger. A portion of every sale supports those who serve. Call to Action: Join the ABA Nation.
• •Headline: REAL AMERICAN GRIT. STITCHED INTO EVERY FIBER. Body: Whether you ride, serve, or simply love this country with all your heart – our apparel is built to last, just like the American spirit. From tactical gear to everyday patriotic wear, we've got you covered. Call to Action: Find Your Bad Ass Style.