Brand Tone

Irreverent & Humorous, Authentic & Relatable, Supportive & Uniting, Direct & Bold, Resilient

Brand Values

• •Build Morale
• •Give Back to the Job
• •Protect the Men (and Women)
• •Remember the Fallen
• •Community
• •FOOLS (Fraternal Order Of Leatherheads Society) ethos

Best Practices

• •Know Your Audience Intimately: Use language, humor, and references that resonate specifically with firefighters and EMS personnel. Understand their slang, their inside jokes, and their unique worldview.
• •Balance Edge with Purpose: While the tone can be irreverent and humorous, ensure it always ties back to the core values of supporting and uplifting the fire service community. Avoid humor that could be misconstrued as disrespectful to the inherent dangers or sacrifices of the profession.
• •Tell Authentic Stories: Share the "why" behind the brand and individual products. The founder's story is compelling; continue to weave narratives that connect on an emotional and experiential level with the audience.
• •Be Consistent Across All Channels: Whether it's a product description, a social media post, or customer service interaction, the voice should remain consistent, reinforcing the brand's personality.
• •Engage and Listen: Pay attention to how the community talks and reacts. Use their language (when appropriate) and incorporate their experiences into the narrative. Social media comments and reviews can be a goldmine for understanding the current vernacular and concerns.

Social Perception

By Firefighters, For Firefighters; Morale Booster; Supportive Entity; Voice for the Profession

Copy Examples

• •Product Headline (New Sticker): This Sticker Won't Fight the Fire For You. But It'll Look Damn Good on Your Helmet While You Do. #StaySalty
• •Social Media Post (Charity Initiative): Another day, another dollar raised for the families who've given everything. Because 'Remember the Fallen' isn't just a cool phrase, it's our promise. Profits from the 'Memorial Line' always go where they're needed most. Link in bio if you want to help us give back. #Brotherhood #NeverForget
• •Website Product Description (Apparel): Engineered for 2 AM coffee runs and post-blaze bull sessions. This hoodie is almost as tough as you are. Almost. Wear it with pride, you've earned it. #FirefighterOwned #BuiltForMorale
• •Instagram Caption (Showcasing a customer photo): Look at @[UserHandle] repping the 'Chaos Coordinator' tee like a boss. Pretty sure this is the official uniform for 90% of you. Thanks for sharing, brother! Tag us in your Black Smoke gear. #FightFireDontDie #RealFirefighters
• •Email Subject Line (New Product Drop): Warning: New Gear May Cause Excessive Station Envy.