Brand Tone

Expert & Authentic.

Brand Values

• •Quality & Craftsmanship
• •Expertise & Efficacy
• •Community & Passion
• •Authenticity

Best Practices

• •Speak from Experience: Always write from the perspective of an expert angler. Use specific, technical language where appropriate (e.g., "soft hackle," "dubbing," "8/0 thread") but explain the benefit to the user (e.g., "to create the subtle movement that triggers a strike").
• •Show, Don't Just Tell: Instead of simply saying the flies are "high-quality," describe the specific materials used, the hand-tying process, and the fact that they are tested by guides. Use testimonials and customer success stories as proof.
• •Build the Community: Actively solicit stories, photos, and tips from your audience. Frame your marketing not as selling a product, but as sharing a passion. Use inclusive language like "we," "us," and "fellow anglers."
• •Maintain Authenticity: The founder's story is a powerful asset. Continue to incorporate it into the brand narrative. Personal anecdotes in blog posts, emails, and social media captions will reinforce the brand's genuine connection to the sport.
• •Focus on the "Why," Not Just the "What": Every piece of copy should connect the product back to the ultimate goal: the thrill of fishing. It’s not just a fly; it’s the tool for "catching stonkers," giving an angler a "competitive edge," or simply having a successful day on the water.

Social Perception

Highly Respected & Trustworthy.

Copy Examples

• •The mayflies are starting to show on the loughs! We've had some great reports from anglers using our Green Wulffs this week. What's working for you? Share your go-to pattern for this time of year in the comments below! #BannValleyFlies #FlyFishingIreland #TroutFishing
• •The Bann Valley Stoat. Tied on a gold hook, this fly is a must-have for clear water and sunny days. Each fly is hand-tied in Ireland with our own specially dyed, high-quality materials to ensure it's not only durable but irresistible to discerning salmon. Trusted by guides on the Test and the loughs of Connemara, this is more than a fly—it's your competitive edge.
• •Flies Tied by Anglers, for Anglers. Stop Guessing. Start Catching.
• •Your Hand-Selected Flies for July Are Here.
• •I started Bann Valley because I couldn't find flies that met my standards. Ten years later, we're still tying every fly with one goal: to help you make the perfect cast. Tap to shop the patterns that have landed some of Ireland's biggest salmon.