Brand Tone

Expert, Innovative, Passionate, Authentic, Premium, High-Performance, Confident, Leading

Brand Values

• •Innovation & Technology
• •Performance & Functionality
• •Quality & Durability
• •Connection with Nature & Hunting Tradition
• •Customer Focus

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the core tone attributes (Expert, Passionate, Premium, Confident), key messaging pillars, preferred terminology (e.g., "elevate," "innovation," "performance," "soul of the hunter"), and a "do's and don'ts" list for language.
• •Emphasize "Benefit of the Benefit": Don't just list technical features (e.g., "Dryhunt® nanomembrane"). Explain how they benefit the hunter (e.g., "ensuring you stay dry and focused during torrential downpours, so you never miss a critical moment"). This connects innovation with the passionate pursuit.
• •Use Storytelling Aligned with Hunter Values: Incorporate narratives of the hunt, the challenge, the connection with nature, and the role of superior gear in achieving success and a deeper experience. This reinforces the passionate and authentic aspects of the brand.
• •Maintain an Authoritative yet Approachable Stance: While showcasing expertise and innovation, ensure the language remains accessible to the target audience. Avoid overly jargon-filled copy unless clearly explained. The passion for hunting should make the expertise feel shared, not condescending.
• •Consistency Across All Channels: Ensure the defined brand tone is consistently applied across the website, social media posts, product descriptions, email marketing, and any customer service interactions. Regularly audit content to check for alignment.

Social Perception

As an Innovator, As a Provider of High-Quality, Performance Gear, As a Premium Brand, As a Passionate Hunting Brand

Copy Examples

• •Headline: Beyond the Hunt. Into the Elements. Hillman. Body: Where tradition meets relentless innovation. Our gear isn't just made; it's engineered with pioneering technology and field-proven resilience to elevate your every moment in the wild. Experience the difference craftsmanship makes. #HillmanHunting #ElevateYourHunt
• •Headline: The Silence of Innovation. The Roar of Success. Body: Every stitch, every fiber, every patented technology is designed for one purpose: to give you an undeniable edge. Move undetected, stay protected, and hunt with the quiet confidence only Hillman provides. Discover gear that speaks your language. #HuntLikeAnAlpha #HillmanGear
• •Headline: More Than Apparel. It's Your Second Skin in the Wild. Body: For 20 years, we've pushed the boundaries of what hunting gear can be. Lightweight warmth that defies the cold. Breathability that keeps you focused. Functionality that anticipates your every move. Trust Hillman. Trust your instincts. #InnovationInHunting #ProvenPerformance
• •Headline: Nature Demands Respect. Your Gear Should Earn It. Body: We understand the profound connection between hunter and wilderness. That's why we obsess over every detail, from world-first 1000 fill power down insulators to our ultra-light, adaptable hood systems. Gear that honors the pursuit. #HillmanTechnology #HuntingHeritage
• •Headline: Crafted for the Hunter's Soul. Engineered for the Toughest Terrain. Body: Don't just face the elements, master them. Hillman integrates cutting-edge science with a deep passion for the hunt, delivering unparalleled comfort, protection, and success. Feel the difference. See the results. #PremiumHuntingGear #HillmanExperience