Brand Tone

bold, patriotic, and unapologetic

Brand Values

• •God, Country, and Family
• •Freedom and Liberty
• •Support for the Second Amendment
• •Patriotism

Best Practices

• •Always Lead with Values: Every piece of copy, from a product description to a social media post, should connect back to the core values of patriotism, freedom, and the Second Amendment.
• •Use Strong, Declarative Language: The tone is confident and unwavering. Use short, impactful sentences and avoid passive voice.
• •Incorporate Patriotic Symbolism: Reference American history, the flag, the eagle, and other patriotic symbols to reinforce the brand's identity.
• •Foster a Sense of Community: Use inclusive language ("we," "us," "our brotherhood") to make the customer feel like part of a larger movement.
• •Maintain a Consistent Call to Action: Encourage customers to not only buy products but also to support partner organizations like GOA and SAF, reinforcing the brand's commitment to its cause.

Social Perception

The brand is perceived as a strong advocate for conservative and pro-gun rights viewpoints. For its target audience, Jim Eagle Outfitters is seen as an authentic and trustworthy voice that shares their values, creating a niche community. Conversely, those outside of this target demographic would likely perceive the brand as politically charged and exclusionary, leading to a polarized perception.

Copy Examples

• •Headline: Defend Your Rights. Wear Your Freedom. Body: Our new line of hoodies is more than just apparel. It's a statement. Every purchase supports the Second Amendment Foundation in the fight to protect our liberties.
• •Headline: The Spirit of 1776 in Every Stitch. Body: Jim Eagle Outfitters was born from a belief in the enduring spirit of American independence. Wear it proudly.
• •Headline: Unapologetically American. Body: For those who stand for the flag and kneel for God. Our gear is for you.
• •Headline: More Than a Brand. A Brotherhood. Body: Join a community that shares your values. God. Country. Family. Freedom.
• •Headline: Don't Just Talk About Freedom. Support It. Body: We partner with Gun Owners of America to ensure our rights are never compromised. A portion of every sale goes directly to the cause.