Brand Tone

Authentic, Quality-Focused, Professional, Proud

Brand Values

• •Quality Craftsmanship
• •Heritage & Tradition
• •Customer Service & Customization
• •Authenticity
• •Innovation (within tradition)

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of your tone (e.g., Authentic, Proud, Rugged, Quality-Driven). Include "do's and don'ts" for word choices and phrasing. For example, Do: Use words like "genuine," "heritage," "crafted." Don't: Use overly trendy slang or casual modern vernacular that doesn't fit the Western image.
• •Prioritize "Quality" and "Craftsmanship" in Messaging: Consistently weave in terms that speak to the durability, material excellence (especially leather), and meticulous construction of the products. Use phrases like "premium leather," "expertly stitched," "built to withstand."
• •Emphasize Heritage and Authenticity: Reference the brand's experience (e.g., "Over 20 years of Western tradition") and its connection to the Western lifestyle. Tell stories that resonate with the values of this community.
• •Maintain a Confident and Direct Style: Be clear, informative, and assured in your product descriptions and brand statements. Avoid overly effusive or exaggerated claims; let the quality and heritage speak for themselves, but do so with pride.
• •Ensure Visual and Textual Consistency: The imagery used alongside copy should always reflect the same rugged, authentic, and high-quality Western aesthetic. The text should complement the visuals, reinforcing the message of durable, well-crafted apparel for the Western enthusiast.

Social Perception

Supplier of High-Quality Western and Outdoor Apparel, Durable and Well-Made, Authentically Western, Specialized and Niche

Copy Examples

• •Carroll Original Wear: Crafted for the Trail, Built to Last. Since 2001, we've been outfitting the authentic Western spirit with unparalleled quality. Our leather jackets and outerwear aren't just made; they're crafted with a legacy of durability and a commitment to genuine style. Experience the Carroll difference.
• •More Than Apparel. It's a Statement. Your story is unique. Your gear should be too. Carroll Original Wear offers custom embroidery and designs on premium leather and outerwear, ensuring your look is as original as you are. Wear your pride.
• •The Standard in Western Craftsmanship. For over two decades, Carroll Original Wear has set the bar for quality in Western and outdoor apparel. From the rodeo arena to the open range, our gear is trusted by those who demand the best. Discover the feel of true craftsmanship.
• •Legacy Woven In Every Stitch. We are the Carroll Original Wear, an industry leader in custom leather. Our commitment to quality materials and timeless design means every piece is built to become a part of your heritage. Invest in enduring style.
• •Carroll Original Wear: The Official Choice for Champions. Proud suppliers to organizations like the AQHA, Carroll Original Wear is synonymous with excellence. Our jackets, vests, and accessories are designed for those who live and breathe the Western way of life. Gear up with a winner.