Brand Tone

Authentic & Genuine, Proud & Patriotic, Knowledgeable & Passionate, Down-to-Earth & Relatable, Humorous & Witty, Community-Focused

Brand Values

• •Quality
• •Customer Service
• •Authenticity
• •Patriotism & Support for Service Members
• •Community & Connection
• •Giving Back
• •Passion for Railroading

Best Practices

• •Know Your Audience Intimately: Always write as if you're speaking directly to a fellow railroader or a passionate railfan. Use language and references they understand and appreciate.
• •Stay Authentic to the Owner's Voice: Channel Gary Radulski's persona – the experienced locomotive engineer, proud veteran, and dedicated family man. This personal touch builds trust and differentiates the brand.
• •Emphasize "By Railroaders, For Railroaders": Consistently remind customers that the products are designed by someone with firsthand knowledge of the industry, ensuring relevance and authenticity.
• •Inject Passion and Pride: Let the love for railroading and American craftsmanship shine through in your descriptions and storytelling. Use strong, positive, and sometimes gritty language that reflects the hard work and dedication of the community.
• •Balance Information with Personality: While providing necessary product details, don't be afraid to use witty remarks, historical tidbits (like in blog posts or product inspirations), or share the community spirit the brand fosters.

Social Perception

Positive for Target Niche, Seen as a Specialist Retailer, Supportive of Good Causes, Generally Good Customer Service

Copy Examples

• •Engineered for Comfort. Designed for the Dedicated. Our new [Specific Train/Railroad Theme] tee isn't just a shirt; it's a salute to the grit and grease of the rails. Crafted by a railroader, for railroaders. Grab yours and wear your pride. #BrokenKnuckleApparel #RailroadLife #MadeByARailroader
• •Feel the rumble of history with our Big Boy 4014 hoodie. More than just warm, this gear is a nod to the legends of the line. Built tough, just like the iron horses we honor. Perfect for those early morning calls or late-night yard shifts. Get yours – because some legends deserve to be worn.
• •Fellow Rail Fans & Hardworking Crew, This month, every purchase from Broken Knuckle Apparel helps support the [Chosen Charity, e.g., Gary Sinise Foundation]. It's our way of giving back to those who've given so much. Gear up with pride, knowing you're making a difference. Thanks for riding with us. Sincerely, Gary & The BKA Team.
• •New lid, who dis? 🧢 Keeping the sun out and the railroad spirit alive. This ain't just a hat, it's a statement. Tag a railroader who needs this. #RailroadGear #BrokenKnuckleStyle #Trainiac #Railfan
• •From the locomotive cab to your closet – Broken Knuckle Apparel is run by a proud U.S. Army Vet and active locomotive engineer who knows the railroad isn't just a job, it's a way of life. We craft clever, quality gear for the men and women who keep America moving, and for the fans who cheer them on every mile of the track. This is apparel with grit, designed with passion.