Brand Tone

informative, practical, and enthusiastic, with a leaning towards authoritative and reliable

Brand Values

• •Authenticity/Quality: Emphasis on genuine military surplus or high-quality tactical and outdoor gear. Product descriptions often highlight durability and functionality.
• •Preparedness: Catering to individuals who value being ready for various situations, from outdoor adventures to emergency preparedness.
• •Utility/Functionality: Products are valued for their practical applications and ability to perform under demanding conditions.
• •Heritage/Respect (for military gear): An appreciation for the history and utility of military-grade items.
• •Customer Enablement: Providing customers with the gear and knowledge they need for their pursuits (outdoor activities, collections, preparedness).

Best Practices

• •Know Your Audience Deeply: Understand their language, their passions (e.g., specific military eras, types of outdoor activities, survival scenarios), and what motivates them. Use terminology they recognize and respect.
• •Focus on Utility and Reliability: Consistently highlight the practical benefits, durability, and trustworthiness of the products. Explain *how* the gear solves a problem or enhances an experience.
• •Maintain an Enthusiastic and Knowledgeable Voice: Write as a fellow enthusiast who understands the gear and its applications. Share insights and tips, not just product features. Be the go-to expert.
• •Be Direct and Unambiguous: While enthusiastic, avoid excessive fluff or overly casual slang that might undermine the perceived quality or seriousness of the gear for certain applications. Clarity is key, especially for technical specifications.
• •Create a Style Guide Snippet for "GoMilitar Voice": We are: Knowledgeable, Practical, Reliable, Enthusiastic, Prepared. We are not: Frivolous, Aggressive (unless contextually appropriate, e.g., describing product resilience), Vague, Uncaring. Language: Use clear, descriptive language. Incorporate relevant technical terms where appropriate but explain them if necessary for a broader segment of the audience. Emphasize action, preparedness, and durability.

Social Perception

generally positive

Copy Examples

• •Gear up for any mission. Our latest shipment of authentic M65 field jackets has just landed. Built for resilience, designed for the field – and ready for your next adventure. Swipe up to explore durability that lasts. #GoMilitar #M65Jacket #MilitarySurplus #TacticalGear #OutdoorReady
• •GoMilitar: Your Source for Battle-Tested Gear. From genuine military surplus to cutting-edge tactical equipment, we provide the tools you can trust. Equip yourself for the challenge.
• •Don't Just Prepare, Prevail. Essential Survival Gear Inside.
• •Unboxing the Ultimate Bug Out Bag Loadout | GoMilitar Field Test. We're breaking down the must-have essentials to ensure you're prepared for anything. What's in your go-bag? Let us know below! 👇
• •Weekend warriors, assemble! 🌲⛺️ Get 15% off all backpacks and rucksacks this weekend only. Pack smart, explore further. #GoMilitarSale #OutdoorGear #AdventureTime #TacticalTuesday (on a Friday!)