Brand Tone

Authoritative & Experienced, Rugged & Adventurous, Passionate & Community-Oriented, Proudly American-Made, Innovative, Approachable & Inclusive

Brand Values

• •Quality & Durability
• •Performance & Accuracy
• •Tradition & Heritage
• •American Craftsmanship
• •Passion for the Sport
• •Customer Value
• •Conservation & Stewardship
• •Innovation & Improvement

Best Practices

• •Emphasize Heritage and Expertise: Consistently weave in the "over 50 years of experience" and "American-made" aspects where appropriate to reinforce authority and trust.
• •Use Action-Oriented and Evocative Language: Employ strong verbs and vivid descriptions that capture the excitement, challenge, and reward of spearfishing (e.g., "unrelenting durability," "stalk your prey," "conquer the deep," "thrill of the hunt").
• •Balance Professionalism with Passion: While showcasing technical superiority and quality, let the genuine love for the sport shine through. Speak as one enthusiast to another.
• •Showcase, Don't Just Tell, Performance: Instead of just saying a gun is "accurate," describe the outcome – "pinpoint accuracy to stone your game," "if you can point with this speargun, you can shoot fish."
• •Foster Community and Inclusivity: Use language that invites participation ("Join the JBL family," "Share your catch") and acknowledges different skill levels, ensuring both beginners and experts feel addressed.

Social Perception

Established & Respected Veteran, Evolving Reputation, Reliable Workhorse (for certain models), Go-To for Value & Accessibility, Community Focused, American Made Appeal, Mixed Online Reviews

Copy Examples

• •Headline: JBL: Decades Deep. Still Leading the Hunt. Body: For over 50 years, JBL has armed serious spearos with American-made precision and unrelenting durability. From your first fish to a record-breaking haul, our gear is built to perform, season after season. Explore the legacy. Gear up for your next adventure.
• •Headline: The Reaper Series. Born in the USA. Bred for the Abyss. Body: Feel the difference craftsmanship makes. The JBL Reaper isn't just a speargun; it's an extension of your will. Engineered with cutting-edge design and built tough in our California workshop. Point, shoot, and let the Reaper do the rest.
• •Headline: Your Underwater Story Starts Here. JBL Has Your Back. Body: Whether you're just discovering the thrill of the hunt or you're a seasoned pro, JBL offers the perfect speargun to match your ambition. Passionately designed by divers, for divers. Join the JBL family and share your catch! #JBLSpearguns
• •Headline: Woody Elite: Silence. Power. Precision. The Spearo’s Triple Threat. Body: Crafted from solid African Mahogany, the Woody Elite glides silently through the water, delivering unmatched power and pinpoint accuracy. Experience the legendary M10 trigger system and land your prize with confidence. This is tradition, perfected.
• •Headline: More Than Gear. It's a Commitment. To the Hunt, To the Ocean. Body: At JBL, we don't just build spearguns; we champion the sport. We believe in sustainable hunting and protecting our waters for future generations. Choose JBL and dive with a brand that shares your passion and respects the deep.