Brand Tone

Patriotic & Proud, Irreverent & Humorous, Tough & Resilient ("American Grit"), Community-Oriented & Supportive, Direct & Unapologetic

Brand Values

• •Patriotism
• •Support for Military and First Responders
• •Freedom
• •Pride
• •Quality & Durability
• •Community
• •Authenticity & "American Fighting Spirit."
• •Mission First, Teamwork, Positive Attitude

Best Practices

• •Embrace Unapologetic Patriotism: Every piece of copy should resonate with pride in country, military, and freedom. Use iconic American imagery and references where appropriate, but keep it genuine.
• •Inject "Grit" and Resilience: Use strong, active verbs and a confident, sometimes defiant, tone. Reflect the "American fighting spirit" and a can-do attitude.
• •Weave in Irreverent Humor (Wisely): Incorporate the brand's characteristic humor (e.g., "freedom, bacon, and whiskey") but ensure it aligns with the specific message and doesn't overshadow core values like respect for service.
• •Highlight Community and Support: Regularly mention the brand's veteran roots, its support for the military and first responder communities, and the Grunt Style Foundation. This reinforces shared values and purpose.
• •Be Direct and Authentic: Avoid overly corporate or vague language. Speak directly to the audience in a voice that feels genuine, relatable (to the target demographic), and true to the brand's origins and ethos. Reinforce the "Beer Guarantee" as a testament to quality and confidence.

Social Perception

Strongly Associated with Military/Veterans, Patriotic Symbol, "Bro-Vet" Culture, Divisive for Some, Concerns about Customer Service/Quality Control, Lifestyle Brand

Copy Examples

• •Headline: Wear Your Pride. This We'll Defend. Body: Crafted for patriots, by patriots. Our gear isn't just made; it's forged with American spirit. Backed by our lifetime Beer Guarantee®.
• •Headline: Freedom, Bacon, & Badass Tees. Body: Life’s too short for boring clothes. Grunt Style brings the attitude, you bring the grit. Shop the collection that says what you’re thinking.
• •Headline: More Than Apparel. It's a Statement. Body: Stand for something. Our designs are for those who honor service, cherish freedom, and aren't afraid to show it. Join the Grunt Style community.
• •Headline: Built by Veterans. Guaranteed for Life. Body: Quality you can feel, patriotism you can wear. From the front lines to your front door, we deliver gear that lasts as long as your pride.
• •Headline: Unapologetically American. Body: No frills, no apologies. Just 100-proof American-made attitude. Gear up with Grunt Style and let your colors fly.