Brand Tone

Authoritative/Expert, Concerned/Caring, Serious/Responsible, Hunter-Focused/Community-Oriented, Reassuring

Brand Values

• •Safety
• •Innovation/Quality
• •Education
• •Hunter Advocacy/Tradition
• •Integrity/Trust

Best Practices

• •Prioritize Safety in Every Message: Every piece of copy, whether product-focused or informational, should reinforce the importance of safety. Use phrases like "hunt safely," "your safety is our priority," "prevent accidents."
• •Speak from Experience (Hunter to Hunter): Use language and scenarios that resonate with experienced hunters. Acknowledge the realities of hunting from a treestand. The brand was born from a hunter's near-fall, which is a powerful narrative.
• •Be Direct and Authoritative on Safety Procedures: When explaining how to use products or discussing safety rules, the tone should be clear, direct, and unambiguous. Avoid jargon where possible, but don't shy away from technical accuracy when it's important for safety.
• •Emphasize Trust and Reliability: Highlight the company's experience, patents, and commitment to quality. Use words like "trusted," "proven," "reliable," "engineered for safety."
• •Maintain a Respectful and Responsible Stance: Acknowledge the serious nature of hunting safety and the responsibility hunters have. This extends to how the brand portrays hunting in its own marketing, aligning with ethical hunting practices.

Social Perception

Positive, Trusted, Essential, Awareness of broader hunting image

Copy Examples

• •Headline: Your Hunt Isn't Over Until You're Safely Home. Body: Every season, preventable accidents occur. Don't become a statistic. Our patented harness systems are designed by hunters, for hunters, offering unparalleled safety and ease of use without compromising your movement. Trust Hunter Safety System – because your family is waiting.
• •Headline: Ascend. Hunt. Descend. Secure Every Moment. Body: 86% of treestand falls happen getting in or out of the stand, or while climbing. The HSS Lifeline keeps you connected from the moment your feet leave the ground until they're firmly back on it. Simple, silent, and strong – it’s the hunting partner that never fails.
• •Headline: Peace of Mind From an Elevation. Body: Focus on the hunt, not the fear of falling. For over 20 years, Hunter Safety System has been dedicated to one thing: keeping you safe in the stand. Our innovative designs and rigorous testing mean you're wearing the most trusted name in treestand safety.
• •Headline: Don't Let Gravity Dictate Your Story. Body: A split second can change everything. That's why we engineered the X-1 Bowhunter Harness to be lightweight, comfortable, and above all, reliable. It’s more than a harness; it’s your commitment to returning home safely after every hunt.
• •Headline: The Woods Are Calling. Answer Safely. Body: From first light to the last pack out, your safety is our priority. Hunter Safety System gear is built to withstand the toughest conditions and provide the security you need to hunt with confidence. Explore our full line of harnesses and accessories, and make every hunt a safe hunt.