Brand Tone

Respectful, proud, sincerely supportive, approachable, community-oriented, direct, heartfelt, professional yet friendly and personal.

Brand Values

• •Honor and Respect
• •Community Support
• •Quality
• •Resilience and Courage
• •Excellence

Best Practices

• •Always Circle Back to the Mission: No matter the product or promotion, find a way to connect the copy back to the core mission of supporting veterans. This reinforces brand identity and purpose.
• •Use Storytelling: Share personal stories from veterans (with permission), the founders, or customers. This creates a powerful emotional connection and makes the brand more relatable.
• •Maintain a Respectful and Authentic Tone: Avoid overly corporate or salesy language. The tone should always be sincere and respectful of the community the brand serves. Authenticity is key to their credibility.
• •Engage the Community: Use inclusive language like "we," "us," and "our community" to foster a sense of belonging. Encourage user-generated content, such as customers sharing their "RED FRIDAY" photos.
• •Be Consistent Across All Channels: Ensure the tone, values, and core message are consistent on the website, all social media platforms, email newsletters, and product packaging. This builds a strong, recognizable, and trustworthy brand identity.

Social Perception

Very positive, seen as authentic and dedicated to their cause. Customers praise both product quality and the brand's mission, viewing it as a way to combine personal pleasure with supporting veterans.

Copy Examples

• •Introducing 'The Sentinel's Brew.' A dark roast as bold and vigilant as those who stand guard. With every cup, you're not just starting your day, you're honoring a legacy of service. #HonorInEveryCup #VeteranOwned
• •More Than Just Coffee. It's a Salute. Join us in supporting Canadian veterans, one delicious cup at a time. [Shop Now]
• •This Remembrance Day, take a moment to reflect and remember. Our special 'Legacy Blend' is a tribute to the fallen and a thank you to those who have served. A portion of all proceeds will be donated to veteran support services.
• •Wear your support. Our 'RED FRIDAY' t-shirt is more than just apparel; it's a statement of gratitude to our troops. Comfortable, durable, and meaningful. #REDFriday #SupportOurTroops
• •The Story Behind the Steel Pot. Ever wonder how we got our name? It's a story of resilience, resourcefulness, and the simple comfort of a hot coffee in the field. Read more about the military tradition that inspired our mission.