Brand Tone

Authentic, Rebellious/Edgy, Artisanal/Crafted, Confident/Bold, Nostalgic/Timeless, Passionate

Brand Values

• •Quality & Craftsmanship
• •Authenticity
• •Individuality & Self-Expression
• •Heritage
• •Timeless Style
• •Passion
• •Rebellion

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., Rebellious, Authentic, Artisanal), and for each trait, list "Do's" and "Don'ts" for word choice, sentence structure, and style. For example: *Rebellious - Do: Use active voice, confident statements. Don't: Use passive language, sound unsure or overly formal.*
• •Immerse in the Brand's World: Consistently expose writers to the brand's core inspirations – rock music, vintage fashion, LA culture, stories of craftsmanship. This helps internalize the voice. The language used should feel like it comes from within that world.
• •Use a "Words We Love / Words We Avoid" List: Create a glossary of terms that align with the brand (e.g., "hand-forged," "heritage," "raw," "grit," "soul") and terms to avoid (e.g., "trendy," "cute," "mass-produced," "basic," "delicate" unless contextually appropriate).
• •Tell Stories, Don't Just Sell Products: Focus on the narrative behind the products – the inspiration, the craftsmanship, the lifestyle they represent. This allows the rebellious and authentic tone to emerge naturally. Highlight the "why" behind the brand.
• •Maintain Consistency Across All Channels: Ensure the identified tone is reflected everywhere, from website product descriptions and blog posts to social media captions, email marketing, and even customer service interactions. Regular audits of content can help maintain this consistency.

Social Perception

HTC Los Angeles is generally perceived as a high-quality, niche brand specializing in luxury vintage-inspired leather goods and apparel with a distinct rock 'n' roll edge. Customers and admirers appreciate the craftsmanship, unique designs, and the authentic "Made in USA/Italy" appeal. The brand is seen as an investment due to its higher price point, which is generally attributed to the quality of materials and artisanal production. It has a cult following among those who appreciate vintage aesthetics, rock culture, and handcrafted quality. There's a strong association with Los Angeles culture, freedom, and a certain "cool" factor.

Copy Examples

• •Product (Belt): More than a belt. It's a piece of your story. Hand-forged hardware, leather that remembers where it's been, and the grit of LA sewn into every stitch. This isn't just an accessory; it's an attitude. Wear it loud.
• •Brand Story: We don't follow trends; we unearth legends. HTC Los Angeles was born from sun-drenched California highways and the echo of a Marshall stack. We scour the past for authentic cool, then hammer it into something new, something real. Made by hands that know heritage, for spirits that crave freedom.
• •Social Media (Image of a leather jacket): Some jackets are worn. Ours are lived in. Crafted from leather that only gets better with every mile, every memory. This is your armor for the everyday rebellion. #HTCLosAngeles #RockNRollLegacy #HandcraftedHeat
• •"About Us" Snippet: Forget fast fashion. We believe in the slow burn of genuine craftsmanship. In the soul of materials shaped by artisans, not assembly lines. HTC Los Angeles: American spirit, Italian hands, global rebellion.
• •Email Subject Line: Unleash Your Edge: New Handcrafted Arrivals Inside. *Body Snippet for Email:* Tired of the same? We get it. Our latest collection is here – pure, undiluted HTC. Think iconic leather, vintage-inspired details, and that unmistakable rock'n'roll heart. Built to last, designed to be noticed.