Brand Tone

Professional and Dependable, Community-Oriented and Local, Service-Focused, Established and Trustworthy

Brand Values

• •Service Excellence
• •Community Support
• •Quality and Reliability
• •Heritage and Trust

Best Practices

• •Always Link to Heritage: In marketing copy, consistently reference the connection to Blair Sportswear and its 60+ year history to build instant credibility and trust.
• •Use a "Professional to Professional" Voice: Address the target audience directly and respectfully. Use language that shows an understanding of their needs and the seriousness of their work (e.g., "mission-ready," "duty," "dependable").
• •Emphasize "Local" and "Community": Highlight the brand's Canadian and Kelowna roots. This is a key differentiator against larger, non-local online retailers. Frame the business as part of the community it serves.
• •Balance Tactical with Service: While the products are tactical, the brand's core is service. Copy should reflect this by being helpful, approachable, and solutions-oriented, not just product-focused.
• •Be Consistent Across Channels: Ensure the professional, community-focused, and trustworthy tone is maintained everywhere, from the website's "About Us" page to every social media reply. Avoid overly aggressive or "hardcore" tactical jargon that might alienate the professional, service-oriented image.

Social Perception

Locally Trusted, Specialized Supplier, Professional Focus

Copy Examples

• •Headline: Serving the Okanagan's Front Line. Body: For over 60 years, the Blair family has been outfitting Kelowna's communities. Now, Blair Tactical is proud to be the one-stop-shop for local law enforcement and first responders. Get your 5.11 and First Tactical gear right here at home.
• •Image: High-quality shot of a new tactical boot or jacket. Caption: Durability you can stand on. Performance you can trust. We carry gear from the brands you depend on because we know your mission can't afford compromise. #BlairTactical #FirstResponders #Okanagan
• •Headline: Your Department's Trusted Outfitter. Sub-headline: From custom cresting to mission-ready gear, Blair Tactical provides the professional service and quality brands your team deserves.
• •Headline: Professional Gear. Local Service. Body: Blair Tactical is here to serve those who serve our community. As an extension of the trusted Blair Sportswear family, we provide law enforcement, bylaw, and first responders with the tactical equipment they need to stay prepared.
• •Subject: Equip Your Team with the Best, Locally. Body: Blair Tactical understands the demands of your profession. We offer a curated selection of industry-leading tactical apparel and gear, combined with in-house customization services. Let us be your trusted partner in preparation.