Brand Tone

Authentic, Rugged, and Community-Driven.

Brand Values

• •Durability and Quality
• •Adventure and Lifestyle
• •Authentic Australian Identity
• •Community and Giving Back
• •Versatility

Best Practices

• •Use Authentic Aussie Language: Continue using relatable, down-to-earth Australian phrasing. Avoid overly corporate or generic marketing speak. Terms like yarns, arvo, ute, and true blue reinforce the brand’s identity.
• •Lead with Durability and Purpose: Every product description and ad should connect the item back to its purpose within the Australian lifestyle. Emphasize that it's built for specific activities (e.g., fishing, hiking, working) and is hard-wearing or durable.
• •Weave in the Community/Family Angle: Regularly use inclusive words like community, family, team, and us. Frame purchases and social media participation as joining a collective of like-minded adventurers.
• •Show, Don't Just Tell the Lifestyle: Pair rugged copy with authentic visuals. Continue leveraging user-generated content that shows the clothes in real-world Australian settings—covered in dust, on a boat, or around a campfire. This validates the brand promise.
• •Maintain the Founder's Voice: The story of Bel starting the company out of frustration is a powerful asset. Periodically tell this story in different formats (e.g., a short video, an updated About Us section) to remind customers of the authentic, problem-solving origin of the brand. This keeps the perception of a passionate, person-led business alive.

Social Perception

Positive and Engaged, Authentic Small Business, Trustworthy and Community-Oriented

Copy Examples

• •From the work site to the weekend in one hard-wearing shirt. Built for long days under the Aussie sun and best enjoyed with a cold one when the work is done. That's the Aus Wild way. #AusWild #BuiltTough #AussieMade
• •Don't let your gear be the one that got away. Our fishing jerseys are designed to handle the fight, with breathable fabric for all-day comfort. Tag your fishing mate who needs an upgrade! 🎣 #AussieFishing #CatchOfTheDay #AusWildClothingCo
• •Meet your new go-to for frosty mornings and late-night yarns around the fire. The Mareeba Crewneck isn't just a jumper; it's a promise of warmth and durability. Made for early starts, dusty boots, and the hands that keep this country moving. #CountryLife #RuggedComfort
• •This isn't just our brand. It's our community. Over 10,000 Aussies rocking their AWCC gear from the bush to the beach. Share your adventure with #AusWild to join the family. #AussieAdventure #AWCC
• •(Upbeat Aussie music) Voiceover: The one bit of kit that’s ready for anything. The morning muster... the arvo surf check... the pub catch-up... and the next big adventure. Where are you taking yours? #AusWild #TruckerCap #AussieLife