Brand Tone

Expert, authoritative, trustworthy, reassuring, patriotic, traditional, service-oriented, and friendly.

Brand Values

• •Security & Protection
• •Quality & Durability
• •American Craftsmanship
• •Customer Trust & Service

Best Practices

• •Lead with "Peace of Mind": All copywriting should pivot back to the core emotional benefit: the feeling of security and reassurance. Frame features (like fire ratings and steel gauge) in terms of the protection they provide the customer.
• •Emphasize "American Made": Consistently weave the patriotic angle into the narrative. Use phrases like "American steel," "Built in the USA," "Supporting American jobs," and "A tradition of American craftsmanship." This reinforces brand values and resonates with the target audience.
• •Use a Voice of Authority: Write with confidence. Use declarative statements and back them up with specific, verifiable proof points like UL ratings, fire-test videos, and powerful customer testimonials. Avoid weak or hesitant language.
• •Be an Educator, Not Just a Seller: Create content that helps customers make informed decisions. Explain technical terms simply, compare models honestly, and offer practical advice. This builds trust and positions the brand as an expert partner rather than just a retailer.
• •Address Controversy with Transparency: When discussing sensitive topics like the FBI incident, adopt a direct and transparent tone. Acknowledge customer concerns and clearly state the policies and solutions the company has put in place, as seen in their public response page. This shows respect for the customer and a commitment to rebuilding trust.

Social Perception

Initially perceived as a top-tier, reliable American manufacturer of quality and durable safes providing peace of mind. Following the 2023 FBI incident, perception is divided: some view the brand with suspicion regarding privacy, while others defend its legal compliance, still valuing product quality. Overall, product reputation is strong, but trust among a segment of customers has been damaged, leading to policy changes to rebuild it.

Copy Examples

• •Headline: Your Legacy is Secure. Our Promise is American Steel. Body: For over 30 years, Liberty Safe has been America's most trusted name in protection. Built in the USA with American steel, our safes are engineered to withstand the worst, from fire to forced entry. It's not just a safe; it's a lifetime of security for what matters most.
• •Headline: When the Unthinkable Happens, We Stand Our Ground. Body: Wildfires. Break-ins. Floods. We've seen it all, and so have our safes. Read the stories from families who recovered their most precious valuables intact because they trusted a Liberty. With up to 2.5 hours of certified fire protection, your peace of mind is locked in.
• •Headline: Don't Settle for a Box. Invest in a Fortress. Body: The difference is in the details. Military-style locking bars, UL-listed locks, and a two-piece roll-form body create a level of security the competition can't match. Visit our Missouri showroom to feel the Liberty difference for yourself.
• •Headline: Security Delivered. By Our Family, for Yours. Body: Choosing the right safe is just the first step. As a family-owned Missouri dealer, we provide professional, discreet delivery and installation to ensure your safe is set up for maximum security and convenience. Let us handle the heavy lifting.
• •Headline: The Right to Security Is Yours. Now, So Is the Choice. Body: We believe your privacy is paramount. That's why we now offer all customers the ability to have their safe's access code expunged from our records. Your safe, your valuables, your privacy—fully under your control.