Brand Tone

Authentic & Passionate, Friendly & Personal, Enthusiastic & Welcoming, and Slightly Rebellious & Edgy.

Brand Values

• •Authenticity
• •Community
• •Passion
• •Customer Connection
• •Family

Best Practices

• •Write as You Speak: Use a conversational, personal tone. Address the customer directly with "you" and talk about the brand with "we." This reinforces the friendly, family-run business identity.
• •Lead with Passion, Sell with Authenticity: Start with the emotion and lifestyle connection before diving into product features. Talk about the feeling of wearing the boots or the story behind a piece, not just the materials.
• •Showcase the People Behind the Brand: Continue to feature the owners in photos, videos, and stories. This humanizes the brand and strengthens the personal connection that customers value so highly.
• •Embrace Your Community: Actively encourage and feature user-generated content (customers wearing your products). This validates new customers and strengthens the bond with existing ones, making them feel like a core part of the brand's story.
• •Be Consistent Across All Channels: Ensure the authentic, passionate, and slightly rebellious tone is the same on the website, in email newsletters, on social media captions, and even on in-store signage. This consistency builds a powerful and memorable brand identity.

Social Perception

The brand is seen as the go-to authority, more than just a store, trustworthy & high-quality, and personal & approachable.

Copy Examples

• •Stop scrolling. These boots were made for kicking up dust and turning heads. Crafted for the wild at heart, they're more than just leather and thread – they're a statement. Ready to find your sole mate? Tap to shop or come say howdy at the store! 🤠 #InsaneJaneStyle #WesternRebel #CowboyBoots
• •This Isn't Just Fashion. It's a Lifestyle. For over a decade, our family has been bringing authentic American Western style to Sweden. From rugged boots to timeless denim, we've got everything you need to live your country dream. Welcome to the family.
• •🔥 Mark your calendars! We're firing up the grill and cranking up the country tunes for our annual Summer Bash! Come hang with us, check out the new arrivals, and meet fellow western lovers. It's more than a sale, it's a get-together. Can't wait to see y'all there! #InsaneJanes #Community #CountryLife
• •A good belt does more than hold up your jeans. It tells a story. Hand-tooled and built to last, this is the kind of piece you'll pass down for generations. It's tough, it's timeless, and it's 100% authentic western. Wear it with pride.
• •A little something just for you, from our family... Hey [Customer Name], We just got a shipment of new arrivals that made us think of you. We're talking real-deal western wear that as untamed as you are. Take a look – we ve got a feeling you ll find your next favorite piece.