Brand Tone

passionate, community-focused, and appreciative of craftsmanship

Brand Values

• •Quality Craftsmanship
• •Community
• •Personal Experience & Trust
• •Passion for EDC
• •Customer Service

Best Practices

• •Speak as an Enthusiast: Always convey genuine passion and knowledge for EDC gear. Share personal insights or experiences with products where appropriate.
• •Highlight Craftsmanship and Makers: Consistently emphasize the quality, skill, and stories behind the products and the artisans who create them.
• •Foster Community: Use inclusive language. Encourage interaction, sharing, and discussion within your social media platforms and communications. Position the brand as a hub for the EDC community.
• •Maintain Authenticity: Stick to the core values of personal testing and genuine appreciation. Avoid overly corporate or impersonal language. The "family-owned" aspect can be subtly woven in.
• •Be Responsive and Appreciative: When interacting with customers or featuring their content, maintain a friendly, helpful, and grateful tone, reinforcing the positive customer service perception.

Social Perception

The brand is perceived as being run by genuine EDC enthusiasts for fellow enthusiasts. Customers appreciate the curated collection of quality EDC accessories. The brand is recognized for its efforts to highlight and support small makers in the EDC community.

Copy Examples

• •Headline: Elevate Your Every Day. Discover a curated collection of small-batch knives, lights, and EDC gear, hand-tested by enthusiasts like you. Body: At Blade & Beam, we're more than just a store; we're a community built on a shared passion for quality craftsmanship and the utility of well-made gear. Equip your journey with tools we trust.
• •Social Media Post (New Product): 🔥 FRESH DROP FRIDAY! 🔥 Just in: the [Product Name] by [Maker Name]. We've put this through its paces and it's a game-changer. Limited stock – join the EDC evolution! #BladeAndBeam #EDCgear #CustomKnives #[MakerName]
• •About Us Snippet: Born from a lifelong fascination with the artistry and utility of everyday carry essentials, Blade & Beam is our way of sharing that passion with you. We're Dillard and Rachel, and we personally select and test every item, ensuring it's something we'd be proud to carry ourselves.
• •Product Description Focus: The [Product Name] isn't just a tool, it's a testament to [Maker Name]'s dedication to precision and innovative design. From the [specific feature] to the [material], feel the difference that true craftsmanship makes. Equip your journey, elevate your experience.
• •Community Engagement Post: What's in your EDC rotation today? Show us your favorite setup! We love seeing how our community uses their gear. #BladeAndBeamCommunity #EverydayCarry #EDCsetup