Brand Tone

Confident and Assertive, Expert-Driven and Instructional, Performance-Focused and Results-Oriented, Direct and Unfiltered (sometimes controversial), Adventurous and Extreme

Brand Values

• •Innovation and Performance
• •Quality
• •Accuracy and Consistency
• •Ethical Hunting (Stated)
• •Perseverance and Achievement
• •Community Engagement (Customer-focused)

Best Practices

• •Emphasize Performance and Tangible Benefits: Always tie product features back to how they directly improve the archer's accuracy, consistency, or hunting success. Use strong action verbs and outcome-oriented language.
• •Maintain a Confident, Authoritative Voice: Present information as factual and expert-driven. Avoid hesitant or overly passive language. Show, don't just tell, the product's superiority (e.g., "patented technology," "engineered and tested").
• •Speak Directly to the Serious Archer/Hunter: Use terminology and address pain points that resonate with experienced individuals who are invested in their craft and seeking an edge.
• •Incorporate (Carefully) the "Bowmar Edge": While needing to manage the controversial aspects, the brand is undeniably tied to Josh and Sarah. Where appropriate and authentic, a touch of their direct, "no BS" style can be used, but focus on product efficacy rather than personal opinions that might alienate. The emphasis should be on the product's tough, resilient, and high-performing nature, which can be seen as an extension of their persona.
• •Back Claims with Evidence (Where Possible): Mentioning things like "championship-level performance," positive reviews from known archers, or the "years of engineering and testing" can add credibility, especially important given the polarized perception. Focus on product innovation and tangible results.

Social Perception

Polarized: Heavily influenced by the public image of Josh and Sarah Bowmar. Supporters view the brand as innovative and effective, while detractors view it negatively due to controversy. Acknowledgment of product effectiveness even among critics. Associated with controversy surrounding its founders, particularly the poaching case.

Copy Examples

• •Stop Wishing. Start Hitting. The Bowmar Nose Button® delivers unmatched anchor point consistency, shot after shot. Elevate your accuracy – it's not a hope, it's an upgrade.
• •Engineered for the Unforgiving. Our BEAST Broadheads™ aren't for the faint of heart. Patented technology for devastating impact and the clean harvests you demand. Hunt with conviction.
• •Your Grip is Your Foundation. Bowmar Grip Tape™ ensures a non-slip, rock-solid hold in any condition. Don't let a bad grip cost you the shot of a lifetime. Control your bow, control the outcome.
• •Beyond the Hype: Real Results. We don't just talk performance, we prove it. Join thousands of archers who've transformed their shooting with Bowmar Archery. The proof is in the harvest.
• •The Science of Scent. Grandpa Bowmar's decades-tested Secret Scrape™ isn't magic, it's engineered attraction. Create irresistible scent locations and bring dominant bucks to you. Hunt smarter, not just harder.