Brand Tone

Patriotic, Faith-Inspired/Spiritual, Proudly Tennessean, Community-Oriented, Bold and Unapologetic, Family-Focused

Brand Values

• •Faith
• •Family
• •Freedom
• •Tennessee Pride
• •Patriotism
• •Quality

Best Practices

• •Always Incorporate Core Values: Ensure that the themes of faith, family, freedom, and Tennessee pride are woven into the copy, either explicitly or implicitly, where appropriate.
• •Use Consistent Language and Keywords: Employ recurring phrases and keywords that resonate with the target audience (e.g., "Volunteer Spirit," "God Bless Tennessee," "American Made," "Patriot"). Maintain a vocabulary that is both inspiring and relatable to your demographic.
• •Speak Directly to Your Audience: Use "you" and "your" to create a connection, and frame messages in a way that acknowledges and validates their beliefs and lifestyle. Foster a sense of "us" vs. "them" in a way that unites your community.
• •Maintain a Bold and Confident Voice: The copy should be assertive and unapologetic in its stance on the brand's values. Avoid timid or overly neutral language.
• •Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual elements used in advertisements and social media posts. For example, images of families or patriotic symbols should be paired with copy that reinforces those themes.

Social Perception

The brand is primarily perceived positively by individuals who share conservative, Christian, and patriotic values, and have a strong affinity for Tennessee. It is seen as a niche brand catering to a specific segment of the population, offering a way to express their identity and values, fostering a sense of community among those with similar beliefs. Given the explicit nature of its values, the brand might be perceived neutrally or negatively by those who do not share these specific viewpoints. The brand likely resonates as authentic to its customer base because its messaging consistently aligns with the products it sells and the values it espouses.

Copy Examples

• •Headline: Tennessee Tough, American True. 🇺🇸 Body: Wear your heart on your sleeve and your values on your chest. Our new collection embodies the spirit of the Volunteer State and the enduring strength of faith, family, and freedom. Shop now and stand tall. #AwakenTennessee #FaithFamilyFreedom #TennesseePride
• •Headline: Rooted in Faith. Raised in Tennessee. Body: From the Smoky Mountains to the Mississippi River, our Tennessee roots run deep, grounded in the values that matter most. Discover apparel that speaks your language. Click to explore.
• •Headline: More Than Apparel, It's a Statement. Body: Awaken Tennessee is for those who proudly uphold the traditions of God, Family, and Country. Our latest designs are a testament to the enduring American spirit. Find your voice. Wear it loud.
• •Headline: Family Traditions Start Here. Body: Deck out the whole family in gear that celebrates your Tennessee heritage and the values you cherish. Quality apparel made for making memories. Explore our family collections.
• •Headline: Defend Freedom. Love Tennessee. Live by Faith. Body: It's not just a t-shirt, it's a declaration. Join the Awaken Tennessee family and wear your convictions with pride. New arrivals just dropped!