Brand Tone

Traditional & Established, Community-Focused & Friendly, Dependable & Quality-Oriented, Down-to-Earth & Practical, Resilient & Enduring

Brand Values

• •Heritage & Legacy
• •Quality & Durability
• •Customer Service
• •Community Commitment
• •Hard Work & Perseverance
• •Authenticity

Best Practices

• •Embrace Your Heritage: Always weave the story of Gus T's long history, family ownership, and connection to Virgil Gust into your communications. This reinforces authenticity and tradition.
• •Speak Like a Neighbor: Use a friendly, approachable, and helpful tone. Avoid overly corporate or trendy jargon. Imagine you're talking to a long-time customer in the store.
• •Focus on Quality and Durability: Consistently highlight the lasting value, craftsmanship, and reliability of the products offered. Use terms like 'built to last,' 'dependable,' 'hard-wearing.'
• •Reflect Community Values: Emphasize the 'small town service' aspect and the store's commitment to the Big Timber community. Show that you understand and share local values.
• •Be Straightforward and Honest: Provide clear, practical information about products and services. Your copy should be as reliable and no-nonsense as the goods you sell.

Social Perception

Respected Local Institution, Reliable & Trustworthy, Emblem of Small-Town Values, Nostalgic & Enduring

Copy Examples

• •Headline: Built on Decades. Dressed for Generations. Body: Since 1947, Gus T's Big Timber has been outfitting our community with enduring quality. From rugged workwear to everyday comfort, find brands you trust and service that feels like home. Visit us on McLeod Street – where quality never goes out of style. Call to Action: Explore Our Heritage Collection Online or In-Store.
• •Headline: Small Town Heart. Big City Selection. Montana Tough. Body: Don't let our friendly service fool you. Gus T's offers a wide selection of top brands like Carhartt, Filson, and Keen, built to handle whatever Montana throws your way. Quality gear, handpicked for you, right here in Big Timber. Call to Action: Gear Up for Your Next Adventure at Gus T's!
• •Headline: More Than a Store. A Big Timber Legacy. Body: For over 75 years, we've been more than just a place to buy clothes and boots. We're a part of the Big Timber story, committed to our neighbors and the values we share. Experience the Gus T's difference – quality goods, honest advice, and a warm welcome, always. Call to Action: Become Part of the Gus T's Family Today.
• •Headline: Outlasting Trends, Outfitting Lives. Body: Fads fade, but quality endures. At Gus T's, we stock timeless apparel and footwear designed for work, life, and everything in between. Invest in pieces that last, backed by service you can count on. Just like Virgil taught us. Call to Action: Discover Your New Favorite Classics.
• •Headline: The Right Gear, The Right Advice. Right Here in Big Timber. Body: Whether you're working the land, exploring the trails, or just need comfortable, durable clothing, Gus T's has you covered. Our knowledgeable team is here to help you find exactly what you need, with the kind of personal service that’s getting harder to find. Call to Action: Stop By Gus T's – Your Local Experts in Quality Wear.