Brand Tone

Proudly American, No-Nonsense / Utilitarian, Approachable / Customer-Focused, Dependable / Trustworthy

Brand Values

• •American Craftsmanship
• •Affordability & Value
• •Reliability & Simplicity
• •Customer Service & Support
• •Innovation within Tradition

Best Practices

• •Always Emphasize "American Made"
• •Focus on Value and Reliability
• •Maintain an Approachable, Customer-Centric Voice
• •Keep it Simple and Direct
• •Be Authentic and Transparent

Social Perception

Budget-Friendly & Reliable Choice, Good Value for Money, Not a Premium Brand, But Serviceable, Strong Customer Service Reputation, Patriotic Appeal, Some Lingering Concerns from Past QC Issues

Copy Examples

• •Headline: American Steel. American Mettle. Charter Arms. Body: When you need a firearm you can trust, built by American hands, for American lives. Charter Arms revolvers: Dependability you can afford. Protection you can count on. 100% Made in the USA. Lifetime Warranty.
• •Headline: No Frills. All Fight. The Charter Arms Bulldog. Body: For decades, the Bulldog has been the choice for reliable .44 Special stopping power in a compact frame. Simple design, rugged construction, and unwavering performance. Because personal protection shouldn't break the bank.
• •Headline: Your Everyday Defender. Crafted in New England. Body: Charter Arms offers a revolver for every responsible citizen. Lightweight, easy to conceal, and backed by our family's promise of quality and dedicated customer service. Find your perfect American-made protector today.
• •Headline: The American Standard for Affordable Reliability. Body: Since 1964, Charter Arms has been committed to one vision: high-quality, dependable revolvers that every American can afford. Experience the confidence of a Charter Arms firearm.
• •Headline: Built for Protection. Backed by a Lifetime of Service. Body: At Charter Arms, we don't just build revolvers; we build peace of mind. American-made quality, straightforward operation, and a lifetime warranty. That's the Charter Arms promise.