Brand Tone

Knowledgeable & Authoritative, Friendly & Welcoming, Community-Oriented, Enthusiastic & Passionate, Customer-Centric & Trustworthy

Brand Values

• •Customer Satisfaction
• •Expertise & Quality
• •Integrity & Reliability
• •Community Building
• •Hard Work & Dedication
• •Passion for Fishing & Boating

Best Practices

• •Empower with Knowledge, Engage with Friendliness: Ensure all customer-facing team members are well-versed in product details and services, and train them to share this expertise in an approachable, helpful manner, avoiding overly technical jargon or explaining it clearly when necessary.
• •Celebrate the Customer & Community: Actively feature customer successes (catches, tournament wins, with permission) and testimonials across social media and other communications. Highlight involvement in community events and create content that encourages interaction and shared enthusiasm for fishing.
• •Be the Go-To Resource: Consistently offer valuable content that extends beyond sales pitches. This includes sharing fishing tips, boat maintenance advice, local fishing reports, and insights into new tackle, reinforcing expertise and building lasting trust.
• •Maintain an Authentic "Down-Home" Online Voice: Allow the genuine passion for fishing and boating to shine through in all digital interactions. Use authentic language that resonates with the angling community, respond to comments and messages with a personal (yet professional) touch, and share the human side of the business, such as staff spotlights or behind-the-scenes content.
• •Ensure Consistency Across All Channels: The established brand tone and core values must be consistently reflected in every customer touchpoint – from website copy, social media updates, and email marketing to in-store signage, event presentations, and even how phone calls are handled. Developing simple brand voice guidelines can help all team members maintain this consistency.

Social Perception

Highly Positive, Trusted Authority, Exceptional Customer Service, Community Pillar, Fair & Approachable

Copy Examples

• •Headline: Your Next Trophy Fish Starts at Anglers Choice. Body: Gearing up for the tournament or a relaxing weekend on the water? Find expert advice, the best boat brands, and all the tournament-grade tackle you need right here. Swing by – we’re always happy to talk fishing! #AnglersChoice #BassFishing #BoatLife
• •Headline: More Than a Dealership, We're Your Fishing Family. Body: For over 30 years, we've been outfitting anglers with the best. From your first boat to the latest gear, experience the Anglers Choice difference: top-notch service, expert staff, and a welcome that feels like home. Pets and kids welcome! #ACMTackle #FishingCommunity #CustomerFirst
• •Headline: Get Hooked on Quality & Service. Body: Why do anglers trust Anglers Choice? Because we deliver. Certified service, the biggest tackle inventory, and a team that’s as passionate about fishing as you are. Visit us in-store or online at acmtackle.com! #TournamentReady #ExpertAdvice #AnglersChoiceMarine
• •Headline: The Big One Awaits. We'll Help You Get There. Body: Dreaming of a new Ranger, Triton, or Nitro? Or maybe the perfect lure for your next trip? Our team is here to guide you with friendly expertise and unbeatable selection. Let’s make those fishing dreams a reality! #BassBoatSuperstore #ACMTackle #FishOn
• •Headline: Join the Anglers Choice Tournament Trail! Body: Ready to compete? Our Anglers Choice Team Tournament Trail offers great payouts, awesome community, and serious fishing fun. Plus, Angler's Bucks for our boat owners! Check our website for the schedule and get in on the action. #ACMTournament #FishingLife #CommunityStrong