Brand Tone

Reverent and Supportive, Professional, Proud, Community-focused, Encouraging, Celebratory

Brand Values

• •Honor and Respect
• •Community
• •Loyalty and Duty
• •Authenticity
• •Giving Back

Best Practices

• •Lead with the Mission: Always frame content around the core mission to "Honor The Working Dog." Whether showcasing a product or sharing a story, the "why" behind the brand should be evident.
• •Use Community-Centric Language: Employ inclusive and respectful language like "we," "our community," "partners," and "family." Feature user-generated content frequently to reinforce that the brand is built by and for its audience.
• •Tell Authentic Stories: Move beyond generic captions. Share the specific stories of the K9s and handlers featured in your posts. This creates a powerful emotional connection and highlights the brand's authenticity.
• •Maintain a Reverent and Professional Voice: Avoid overly casual slang, humor that could be misinterpreted, or a sales-heavy tone. The voice should always reflect the serious and honorable nature of the work done by K9 units.
• •Be Consistent Across All Channels: The tone used on the website's "About Us" page should be the same tone found in an Instagram caption, a customer service email, and an ad. This consistency builds trust and reinforces brand identity.

Social Perception

BAK9apparel is perceived as a highly authentic and mission-driven brand, a symbol of support for the law enforcement and working dog community. Customers feel that by purchasing, they are joining a movement and contributing to a worthy cause. The brand is respected for its high-quality products and unwavering dedication to its core values.

Copy Examples

• •Focus. Drive. Dedication. It starts here, but it never ends. Every leash, every command, every reward forges the bond that makes them the partners we trust with our lives. #HonorTheWorkingDog #K9Unit #PartnersInCrime
• •The shift is long. The nights are cold. Stay ready for the call with our new Thermal-Lined 'Got Your Six' Hoodie. Built for durability and comfort, because your partner isn't the only one who needs to be prepared for anything. A portion of every purchase supports K9s in need.
• •For the partners whose watch has ended. This End of Watch decal is a quiet, constant reminder of the ultimate sacrifice made. A symbol of loyalty and bravery that will never be forgotten. Honor their memory on your vehicle, locker, or laptop. #EOW #LestWeForget
• •Subject: Your Support in Action. This month, the BAK9 family came together to support the heroes who stand beside us. Thanks to your purchases, we've donated [Amount] to [K9 Charity Name] to help them provide essential gear for new K9 teams. This is what community looks like. This is how we honor them.
• •Voiceover: 'They are more than just dogs. They are our partners. Our protectors. Our family. We are BAK9apparel. We exist to honor them.' Text on screen: Honor The Working Dog®.