Brand Tone

Pragmatic and solution-oriented, confident and authoritative, trustworthy and authentic, versatile and accessible.

Brand Values

• •Innovation and Problem-Solving
• •Quality and Durability
• •Safety and Security
• •Practicality and Versatility

Best Practices

• •Lead with the Solution: Start by addressing the user's problem directly (e.g., "Nowhere to hook your strap?" or "Worried about scratching your chrome?"). This aligns with the brand's problem-solving identity.
• •Emphasize "Strength" and "Security": Consistently use words like "secure," "strong," "heavy-duty," and "safe connection" to reinforce the brand’s core promise. Back these claims with specific numbers like working load and break strength.
• •Showcase Versatility: Regularly feature a wide array of uses in visuals and text—from securing a motorcycle in a trailer to hanging tools in a garage. This broadens the target audience and highlights the product’s value.
• •Leverage the Founder's Story: Weave the narrative of Jerry Hill's invention and the brand's veteran-owned status into "About Us" pages and occasional content to build trust and authenticity.
• •Use Customer Testimonials as Social Proof: Continue featuring quotes and user-generated images. Words like "game-changer" and "exactly what I needed" from real customers are more powerful than any marketing copy.

Social Perception

Highly effective and essential, premium and reliable, trustworthy and customer-centric.

Copy Examples

• •Stop Searching for a Tie-Down Spot. Create One. The Jeri-Rigg gives you a secure, non-damaging anchor point on anything, in seconds.
• •Your gear is secure, and your paint is safe. The Jeri-Rigg wraps tight without a scratch, giving you a rock-solid tie-down point where there wasn't one before. Load up and roll out with confidence. #JeriRigg #TieDownStraps #ATVLife #SecureHauling #MadeInUSA
• •Kayaks, bikes, camping gear—whatever your adventure, keep it secure. The Jeri-Rigg was invented to solve the oldest problem in transport: hooking a strap with nowhere to go. Create a powerful, slip-free anchor point on any surface. Learn more about this veteran-owned innovation.
• •Built from 100% high-strength polyester and 316 marine-grade stainless steel, the Jeri-Rigg isn't just a strap—it's insurance for your valuables. With a break strength of up to 9,000 lbs, it's engineered to handle the toughest conditions without faltering.
• •That awkward moment when your tie-down hook is bigger than the rail you need to secure? We fixed that. #JeriRigg #ProblemSolved #Utility #Tools