Brand Tone

Informal, direct, and targeted toward a blue-collar or trade-oriented audience, emphasizing toughness and practicality.

Brand Values

• •Durability
• •Worker Identity & Pride
• •Practicality
• •Direct-to-Consumer Value

Best Practices

• •Use industry-specific slang and a direct, no-nonsense tone. Avoid overly corporate or polished language. The current casual tone ("holler!") is a good example.
• •Every piece of copy, from product descriptions to ads, should reinforce the core value of toughness. Use words like "rugged," "heavy-duty," "built to last," and describe how the products withstand real-world work environments.
• •Position the brand as a badge of honor for hardworking individuals. The copy should reflect an understanding and respect for the blue-collar lifestyle and the pride that comes with it.
• •The "forgive the cluttered mess" notice is a good example of being direct and unpretentious. Maintain this authenticity. Avoid making promises the products can't keep and be straightforward about what the brand offers.
• •Once social media is established, use it to feature real customers on the job. Encourage user-generated content and tell their stories, reinforcing that the brand is for and by people in the trades.

Social Perception

Currently limited to direct customer interaction, where it is positive based on on-site testimonials, focusing on product quality and efficient service. Lacks broader public recognition or sentiment due to limited online presence.

Copy Examples

• •Sparks will fly. Your gear shouldn't give up. Our hoodies are built to handle the heat and the hustle, day in and day out. Stay protected, stay durable. #BrickmanDurableGoods #BuiltToLast #WelderLife
• •Headline: Tough Gear for Tough Jobs. Body: You work hard. Your apparel should too. Brickman Durable Goods offers heavy-duty hoodies, tees, and stickers that won't quit. Made for the gnarliest conditions. Get 10% off your first order with code: NEWGUY.
• •For the ones who get it done while the world is sleeping. This isn't just a shirt; it's a statement. Made from a rugged but comfortable cotton blend, it yu2019s designed to keep up with your non-stop grind. The job doesn't wait, and neither do you.
• •Brickman Durable Goods: Apparel That Works as Hard as You Do. From the job site to the weekend. Stock up on clean threads.
• •New Drop: Gear That u2019s Tougher Than a Two-Dollar Steak.