Brand Tone

Authentic, down-to-earth, adventurous, informal, and relatable, fostering a sense of community and shared passion for a "dusty" lifestyle.

Brand Values

• •Authenticity
• •Adventure
• •Community
• •Durability and Quality

Best Practices

• •Stay True to Your Roots: Always circle back to the core story of the brand. Remind your audience that you're a small, Australian-owned business born from a love of the country.
• •Use Your Audience's Language: Keep the tone conversational and use colloquialisms that resonate with your target market (e.g., "G'day," "reckon," "arvo"). Avoid overly corporate or formal language.
• •Show, Don't Just Tell: Instead of just listing product features, tell a story. Describe how the products fit into the adventurous, dusty lifestyle your customers lead.
• •Embrace User-Generated Content: Actively encourage and feature customer photos and stories. This not only provides social proof but also reinforces the community aspect of your brand.
• •Be Authentic and Personable: Continue to share personal updates and behind-the-scenes content. This humanizes the brand and strengthens the connection with your audience.

Social Perception

Genuine and relatable, authentically representing the Australian country lifestyle, perceived as "for the people" rather than corporate, and a reflection of customers' lives and values.

Copy Examples

• •Built for dusty roads and sunny days. Our new Aztec Khaki Trucker is here to keep the sun out of your eyes and the good times rollin'. Grab yours and get back to living the dusty life. #DustyLifestyle #CountryLife #AussieOutdoors
• •This is what it's all about. From the farm to the campsite, you're the heart of DUSTY LIFESTYLE. We love seeing you rock our gear on your adventures. Tag us in your photos for a chance to be featured! #DustyTribe #LivingTheDustyLife #Adventure
• •More Than a Brand, It's a Way of Life. Inspired by the dirt, the dust, and the adventure. Welcome to the DUSTY LIFESTYLE family.
• •G'day [Customer Name], just a heads up that we've dropped a new line of work shirts tough enough for any job and comfortable enough for the pub after. Check 'em out before they're gone! #WorkHardPlayHard #DustyLifestyle
• •From sunup to sundown, this shirt is made to handle it all. We know you're not afraid to get your hands dirty, and your gear shouldn't be either. Breathable, durable, and ready for whatever the day throws at you. Because life's too short for anything less.