Brand Tone

competent, practical, and quality-focused.

Brand Values

• •Durability and Longevity
• •Quality and Innovation
• •Customer Satisfaction
• •Enhancing Outdoor Experiences

Best Practices

• •Lead with Quality and Durability: Always start with the core value. Use words like "engineered," "built to last," "heavy-duty," "premium," and "lifetime" to reinforce the brand's primary promise.
• •Focus on Benefits, Not Just Features: Instead of saying "Made of cast iron," say "Crafted from solid cast iron for a lifetime of effortless wood splitting." Connect the high-quality feature to a direct user benefit.
• •Maintain a Confident and Practical Tone: The copy should be straightforward, confident, and informative. Avoid overly emotional or flowery language. The tone should reflect the sturdy, reliable nature of the products.
• •Use Customer Testimonials as Proof: Weave powerful quotes from customer reviews into your copy. Phrases like "Customers call it 'aerospace quality'" provide powerful social proof that reinforces your brand values.
• •Emphasize the "Buy It Once" Philosophy: Position the products as a long-term investment. This strategy justifies a potentially higher price point and appeals to consumers tired of disposable goods. Use phrases like "an investment in your outdoor lifestyle" or "the end of disposable gear."

Social Perception

reliable and high-quality provider of outdoor gear.

Copy Examples

• •Engineered for the Elements. Built for a Lifetime. Don't let your gear be the weak link in your adventure. Our Kindling Splitter is crafted from high-grade materials to withstand years of use, so you can spend less time working and more time by the fire.
• •The Last Grill Brush You'll Ever Buy. Forget flimsy bristles and ineffective cleaners. The Fire and Ice Grill Brush uses steam-cleaning power to effortlessly restore your grill, while its bristle-free design ensures safety. Built to perform, season after season.
• •Your Backyard, Elevated. Turn any gathering into a memorable feast with the Hibachi and Yakitori Tabletop Grill. Its superior heat retention and durable construction bring authentic, high-temperature grilling to your home. Quality you can taste.
• •Smart Design for a Perfect Fire. From the backyard to the backcountry, our accessories are designed with purpose. The Solo Stove Heat Deflector Handle provides a secure, comfortable grip, proving that even the smallest details can make the biggest difference.
• •We Build Gear. You Build Memories. At Hickory Summit, we focus on one thing: creating the most durable, reliable outdoor gear possible. So you can focus on what truly matters—making memories with the people you care about.