Brand Tone

Irreverent, humorous, relatable, self-aware, and uses in-group slang.

Brand Values

• •Authenticity
• •Community
• •Humor as a Coping Mechanism
• •Inclusivity (within the veteran space)

Best Practices

• •Master the Slang: Continue to root the copy in authentic UK military slang. This is the brand's primary differentiator. Maintain a glossary of terms and use them naturally in captions, product names, and descriptions.
• •Prioritize Humor Over "Hooah": The brand's strength is its self-deprecating and relatable humor. Avoid slipping into overly motivational or aggressive "warrior" language, as this would dilute the unique identity the founder intentionally built.
• •Tell Stories: The founder's origin story is compelling. Continue to weave personal anecdotes and relatable scenarios into the marketing. Ask the community for their own "in clip" stories to generate user-generated content and reinforce the sense of community.
• •Keep it Platform-Appropriate: The short, punchy, meme-focused content works brilliantly for TikTok. For Facebook and email, there is more room for slightly longer-form storytelling or community-building questions. Tailor the core message to the platform's format.
• •Engage with the In-Group: When responding to comments and messages, maintain the established brand tone. Use the same humor and slang to make followers feel like they are interacting with a fellow service member, not a faceless company. This reinforces authenticity and loyalty.

Social Perception

Authentic, relatable, 'for them, by them,' with niche humor appreciated, serving as a fun outlet for veteran pride and identity.

Copy Examples

• •That feeling when you hit 'Clipstate Alpha' before you've even finished your warm-up. At least the t-shirt understands. #ConstantlyInClip #VeteranOwned #GymLife #MilitaryHumour #Clipstate
• •For those days when your knees crackle louder than the comms and the only thing you're gaining is another story for the physio. This shirt is a tribute to the glorious, grinding reality of earning that pension. Soft, durable, and more reliable than a Land Rover... just. Made for those who understand that sometimes, it's all pain, no gain.
• •Headline: Tired of cringe-worthy veteran apparel? Body: So were we. Constantly In Clip is for the rest of us. We make gym and casual wear based on actual military life—the endless drills, the dark humor, and the feeling of being utterly thrashed. No samurai warriors, just pure, unadulterated 'clip'. Shop the collection. GVeteran Owned.
• •Fresh Drip for the Disgruntled
• •Video: A person is shown performing a perfect, intense set of pull-ups, looking professional. Text on screen: "Veteran brands think we spend our time like this...". The video then cuts to the same person struggling to get out of a low chair, groaning. Text on screen: "When really...". The person is wearing a "Constantly In Clip" hoodie. Caption: "The spirit is willing but the body is in permanent clipstate. #miltok #britisharmy #veteran #constantlyinclip #gettingold"