Brand Tone

Authentic & Down-to-Earth, Confident & Proud, Masculine & Rugged, Conversational & Friendly, Aspirational (in a practical way)

Brand Values

• •Quality Craftsmanship
• •Dedication, Integrity, Hard Work
• •Functionality & Practicality
• •Authenticity & Individuality
• •Customer Satisfaction & Service
• •Affordability/Value

Best Practices

• •Embrace the "Jack" Persona: When writing copy, think from the perspective of "Jack" – the relatable, hardworking, all-American guy. Use straightforward, honest language. Avoid overly corporate or stuffy jargon.
• •Highlight Core Values: Weave in the brand's core values of dedication, integrity, hard work, and quality craftsmanship naturally into product descriptions, social media posts, and "About Us" sections.
• •Use Conversational Language: Engage the audience with a friendly, approachable tone. Ask questions, use contractions, and speak directly to "the guy" you're targeting. Phrases like "guy's guy" can be used where appropriate.
• •Focus on Durability and Timelessness: Emphasize that the products are not just for now but are built to last and develop character over time. This reinforces the value and quality aspect.
• •Maintain Visual Consistency: Ensure that the rugged, authentic, and quality-focused visual branding on Instagram and the website is mirrored in the language used. The tone of the copy should match the feel of the images.

Social Perception

Positive, Trusted, Gift-Worthy, Reliable, Authentic American Brand

Copy Examples

• •Headline: Built for Your Journey. Crafted for a Lifetime. Body: Like a trusty pair of boots, a House of Jack Co. wallet is more than just an accessory – it’s a companion. Made from real full-grain leather that tells your story with every year. Find the Jack that’s all you.
• •Social Media Post: Image: Close-up of a well-used House of Jack Co. wallet showing its patina. Caption: Some things just get better with age. Our full-grain leather wallets are built to last, developing a unique character that’s all yours. What story will your Jack tell? #HouseOfJackCo #LeatherGoods #BuiltToLast #BeYourOwnJack #EverydayCarry
• •Product Description Snippet (for a new slim wallet): Tired of the bulk? Meet the [Wallet Name]. We took everything you love about a classic bifold – the quality leather, the smart storage – and streamlined it for the modern man. It’s the "guy's guy" wallet, redefined: functional, individualistic, and ready for anything.
• •Email Subject Line: That feeling when your wallet is as reliable as you are. Email Body Preview: Hey [Customer Name], At House of Jack Co., we believe in honest craftsmanship and gear that works as hard as you do. That’s why our wallets are built from the best full-grain leather, designed for real life.
• •Website Banner Text: Real Leather. Real Character. House of Jack Co. Built on dedication, integrity, and good old-fashioned hard work.