Brand Tone

Patriotic, Respectful & Supportive, Bold & Defiant, Proud, Community-Oriented, Not Humorous

Brand Values

• •Patriotism
• •Support for American Heroes
• •Freedom & Liberty
• •Honor & Respect
• •Quality & Craftsmanship
• •Strength & Resilience
• •Unity

Best Practices

• •Develop a "Voice and Tone" Guide: Document key messaging pillars, approved terminology (e.g., "American heroes," "patriots," "freedom," "honor"), and words/phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Always Circle Back to Core Values: Ensure every piece of copy, whether a product description, social media post, or email, reinforces at least one of the core brand values: patriotism, support for heroes, freedom, honor, strength, or quality.
• •Use Strong, Active, and Direct Language: Employ powerful verbs and a confident, assertive tone. Avoid passive voice or overly nuanced language. The message should be clear and impactful.
• •Speak Authentically to the Target Audience: Understand their language, motivations, and what resonates with them. The copy should feel like it's coming from "one of their own."
• •Maintain Visual and Textual Consistency: Ensure the tone of the copy aligns with the brand's visual identity (imagery, graphics, colors). A bold, patriotic design should be matched with equally bold and patriotic text across all platforms.

Social Perception

Highly positive perception among its core demographic, which includes current and former military members, first responders, their families, and civilians with strong patriotic convictions and an appreciation for a rugged, American aesthetic. The brand is generally seen as a strong advocate for American patriotism and a dedicated supporter of veteran and first responder causes. Customers often report receiving compliments when wearing Howitzer gear.

Copy Examples

• •Headline: WEAR YOUR ALLEGIANCE. Body: This isn't just a t-shirt. It's a statement. Crafted with American pride and dedicated to the heroes who defend our freedom. A portion of every sale fuels the mission. Shop Howitzer.
• •Headline: FORGED BY SACRIFICE. WORN WITH HONOR. Body: Our latest collection pays tribute to the unwavering spirit of America's protectors. Built tough, designed bold. Stand with us.
• •Headline: FREEDOM ISN'T A BUZZWORD. IT'S A BATTLE CRY. Body: Howitzer Clothing: Gear for the unapologetically patriotic. Every stitch a testament to the land of the free and the home of the brave.
• •Headline: MORE THAN THREADS. IT'S A LIFELINE. Body: With every Howitzer purchase, you're directly supporting veterans, law enforcement, and first responders. Join our commitment. Wear the impact.
• •Headline: UNYIELDING SPIRIT. UNMISTAKABLE STYLE. Body: From the range to the street, Howitzer apparel is built for those who live by a code. Quality gear for true American patriots.