Brand Tone

Humorous, Authentic, Patriotic, Slightly Defiant/Bold

Brand Values

• •Family
• •Hard Work & Grit
• •Faith (God)
• •Country & Heritage
• •Authenticity & Loyalty
• •Supporting Blue-Collar Americans
• •Freedom

Best Practices

• •Embrace Authentic Rural Language: Use colloquialisms and phrasing that resonate with a farming/ranching audience naturally (e.g., "fixin' to," "y'all," "critters"), but avoid forcing it to the point of caricature. Reflect the way Gatlin and his family genuinely speak in their videos.
• •Inject Humor Based on Shared Experiences: Draw humor from relatable farm life situations, family dynamics, or the characters they've created (like Darrell's mishaps or Granny's wisdom). Keep it light-hearted and observational.
• •Clearly Weave in Core Values: Let values like family, hard work, faith, and country shine through organically in product descriptions, social media posts, and stories. Don't just state them; show them through the brand's narrative.
• •Maintain a "No BS" Straightforwardness: Be direct and honest in communication. If addressing a topic, do it with the "no bullsh*t mentality" the brand espouses, but balance it with respect where appropriate.
• •Be Community-Centric: Engage with the audience using their language. Reference popular skits, characters, or catchphrases that the community will recognize and appreciate, strengthening the connection between the apparel and the entertainment content.

Social Perception

Entertaining & Engaging, Representative of Rural/Farming Values, Trusted & Authentic, Potentially Divisive but Respected for Conviction

Copy Examples

• •Product: "Bar X FAFO Hoodie" Copy: "Tired of tiptoein'? Some folks just need a clear message. Our Bar X FAFO hoodie: cozy on the outside, tells it like it is on the inside. For days when you're done explaining. #BarXApparel #FAFO #NoBSCountry"
• •Product: "Granny's Organic Low-Acid Coffee" Copy: "Granny says, 'Afore ya wrestle with the world, ya gotta wrestle with the coffee pot.' Start your day the Bibbins Farm way with Granny's own smooth, low-acid brew. Strong enough for Darrell, easy enough for your city cousin. #GrannyKnowsBest #BarXCoffee #FarmFuel"
• •Product: "Country Livin' Cap" Copy: "Dusty roads, open fields, and a cap that gets it. The Bar X 'Country Livin'' hat – built for sunup to sundown, and whatever chores (or shenanigans) come in between. Wear your roots. #BarXCountry #DidierRanchLegacy #CountryLivin"
• •Product: "Morals Over Hussies Tee" Copy: "Granny's laid down the law, and we put it on a shirt. The 'Morals Over Hussies' tee – keep your standards high and your priorities straight. Bibbins Farm approved wisdom. #BarXApparel #MoralsOverHussies #Grannyisms"
• •General Brand Ad: Copy: "Out here, 'brand loyalty' ain't just about a logo, it's about what it stands for. Bar X Apparel: rooted in 100+ years of family, farming, and a whole lotta grit. This ain't just merch, it's a piece of the life we love. God. Family. Country. #BarXStrong #AmericanMadeValues #RealFarmLife"