Brand Tone

authentic, irreverent, humorous, and direct

Brand Values

• •Authenticity
• •Hard Work & Resilience
• •Quality & Durability
• •Community & Relatability
• •Independence & Anti-Establishment

Best Practices

• •Speak Their Language: Use industry-specific slang (authentically), relatable humor, and a direct, unpretentious tone. Avoid overly corporate jargon or overly polished language.
• •Embrace Authenticity: Draw inspiration from real job site experiences, challenges, and triumphs. Share content that reflects the "no-bullshit attitude" of the trades.
• •Show, Don't Just Tell, Durability: Instead of just saying products are tough, use vivid language that implies it (e.g., "jobsite-proof," "built to take a beating").
• •Foster Community: Encourage interaction by asking questions, inviting tags, and acknowledging the shared experiences of the blue-collar world. Make them feel like part of the "Empire."
• •Be Bold (But Know Your Line): While irreverence and strong language can be part of the appeal, ensure it aligns with the overall brand personality and doesn't alienate the core audience. Maintain a level of respect for the hard work and skill involved in the trades.

Social Perception

Arc Empire is generally perceived by its audience as a brand that genuinely understands and represents the blue-collar community, particularly welders. Customers appreciate the high quality and toughness of the products, viewing them as worth the cost. They are seen as being "by tradesmen, for tradesmen," which lends them credibility and fosters loyalty.

Copy Examples

• •Product: New Sticker Design: Look, some days the job's a bastard. We get it. Slap this on your lid, take a swig of that lukewarm coffee, and let 'em know you're still standing. Built tough, like you. #ArcEmpire #BlueCollarBadass
• •Social Media Post: Relatable Work Humor: That feeling when the new guy 'borrows' your favorite wrench... and you find it three job sites later holding up a sandwich. Tag a mate who needs to learn the rules. #TradesLife #KeepYourHandsOffMyTools #ArcEmpireGear
• •Website About Us Snippet: We're not some suits in a high-rise dreaming up what you 'might' like. We're in the dirt, under the sparks, living the life. Arc Empire gear is born from calloused hands and job site banter. Real stuff for real work.
• •Email Marketing Subject Line: Your Helmet's Looking A Little Bare, Ain't It? New Heat Inside.
• •Product Description: Durable Work Shirt: This ain't no fashion statement for the office. This is your new second skin for when shit hits the fan. Reinforced where it counts, breathes when you're sweating bullets, and won't cry if it gets a little grease on it. Get one. Get working. #BuiltToLast #ArcEmpire