Brand Tone

friendly, relatable, and value-conscious

Brand Values

• •Affordability
• •Community
• •Passion for Fishing
• •Accessibility

Best Practices

• •Always Speak Like a Friend: Write all copy from social media captions to product descriptions as if you were talking to a friend at the dock. Keep it simple, honest, and encouraging.
• •Highlight the "Why," Not Just the "What": Instead of just listing product features, tie them back to the core value of affordability and passion. Explain *why* a lure is a great value or *why* it's a team favorite.
• •Foster Community in Every Post: Actively encourage user-generated content. Run regular contests like the monthly giveaway. When someone tags the brand, share their photo and celebrate their catch. This reinforces the "by anglers, for anglers" identity.
• •Be Transparent and Honest: If a product is a simple, no-frills, effective tool, say that. The brand's strength is its authenticity, not luxury. Honesty about sourcing quality gear at low prices builds trust.
• •Maintain a Consistent Canadian Voice: Subtly weaving in their Halifax or Canadian identity can be a unique differentiator. Mentioning local fishing spots (where appropriate) or acknowledging their Canadian roots can strengthen their niche appeal.

Social Perception

The public perception of Black 'n Blue Bass Tackle Co. is that of a genuine, smaller, Canadian-based company providing a welcome alternative to more expensive brands. While their online footprint is not as large as major competitors, they are viewed positively in the spaces they occupy. There is a notable absence of significant negative feedback in public forums. Their Canadian identity is a point of emphasis in their outreach. The brand is perceived as a reliable source for affordable gear, built on a foundation of authentic love for the sport.

Copy Examples

• •Fish More. Spend Less. At Black 'n Blue, we were tired of tackle that costs a fortune. So we did something about it. Get quality gear that catches fish, not debt. Because a lost lure should be a bummer, not a budget-buster.
• •That feeling when the big one snaps your line... and your favorite lure is gone. We've been there. That's why our jigs are built to perform without breaking the bank. Gear up for your next trip for less than the cost of a fancy coffee. #FishSmart #AffordableTackle
• •The 'River Hog' Crankbait doesn't just look good, it gets the job done. We ve tested this one ourselves from the banks of the St. Croix River and know it delivers. It s the go-to lure from our tackle box to yours without the sticker shock.
• •Your Fishing Buddies Just Dropped Some New Deals
• •We're just a few buddies from Halifax who love to fish. We started Black 'n Blue Bass Tackle Co. for a simple reason: to help our fellow anglers get out on the water more often, with good gear that doesn't cost an arm and a leg. Welcome to the crew.