Brand Tone

Authentic, Passionate, and Community-Focused

Brand Values

• •Passion for Fishing
• •Community and Friendship
• •Quality and Performance
• •American Lifestyle and Craftsmanship

Best Practices

• •Speak the Angler's Language: Consistently use authentic fishing terminology and slang. This builds credibility and shows you are a genuine part of the community, not an outsider trying to sell to it.
• •Lead with Lifestyle, Support with Product: Frame your content around the experience, emotion, and camaraderie of fishing. The product should be presented as the gear that enables this lifestyle, not just as a transactional item.
• •Champion Your Community: Regularly feature user-generated content. Celebrate your customers' catches and adventures. This reinforces your brand value of community and turns customers into brand ambassadors.
• •Maintain Visual and Thematic Consistency: Ensure all visuals (photos and videos) align with the brand's high-quality, authentic, on-the-water aesthetic. The theme should always connect back to 'Friends & Fishing.'
• •Tell a Story: In descriptions, posts, and ads, weave a narrative. Talk about the 'why' behind a product's design or the memory of a perfect day on the water. This emotional connection is more powerful than a simple list of features.

Social Perception

Chum Angle is perceived by its target audience as an authentic and credible brand within the fishing apparel market. Customers see it as a company that genuinely understands their lifestyle. Positive feedback often centers on the unique designs, comfort, and durability of the clothing. The brand is viewed less as a large, faceless corporation and more as a part of the fishing community itself. This positive perception is bolstered by its active engagement with followers on social media and its collaboration with other respected entities in the coastal lifestyle space, like Narragansett Brewing. There is little to no negative sentiment found online; the main limitation is simply its brand awareness outside of its specific niche.

Copy Examples

• •It's not just a shirt, it's a statement. Built for the endless horizons and the fight on the line. Our new Performance Solar Hoodie is for those who are 'Salty By Choice' and wouldn't have it any other way. Ready for your next cast? Tap to shop. #ChumAngle #FriendsAndFishing #SaltLife
• •GEAR FOR THE TIDES. STORIES FOR THE FIRE. This is more than apparel. It's a part of your story. Shop the All-American Flagship Collection.
• •That First Cast Feeling... Bottled Up.
• •From the pier to the deep sea, every angler knows the bond of friendship and fishing. At Chum Angle, we celebrate that connection. Our gear is designed by anglers, for anglers, to make every trip a memorable one. Join the Chum Angle family. #MadeInTheUSA #FishingApparel
• •The sun, the salt, the spray. Some things are just part of the deal. Our classic Hook Hat is designed to handle it all. With a timeless look and durable build, it's the reliable chum you'll want on every adventure. It's not just a hat—it's a lucky charm.