Brand Tone

passionate, authentic, and community-oriented

Brand Values

• •Passion for Angling
• •Reliability
• •Community
• •Accessibility
• •Practicality

Best Practices

• •Speak the Angler's Language: Use common fishing terminology (e.g., "tight lines," "rig," "blank," "strike") naturally. This builds credibility and shows you are a genuine part of the community, not just a seller.
• •Lead with Passion, Follow with Product: Start your copy by connecting with the feeling of fishing —the excitement, the peace, the challenge. Then, introduce the product as the tool that enhances that experience.
• •Put the Community First: Actively solicit and feature user-generated content. Frame questions, create polls, and celebrate customer catches. Use words like "community," "fellow anglers," and "we" to foster a sense of belonging.
• •Stay Authentic and Grounded: Avoid exaggerated claims or overly polished corporate jargon. Your tone should be like talking to a knowledgeable friend at the tackle shop —helpful, honest, and direct.
• •Be a Resource, Not Just a Retailer: Consistently provide value beyond products. Share tips, how-tos, location spotlights, and fishing reports. This positions the brand as an indispensable resource that anglers trust and return to, even when they aren't buying.

Social Perception

trustworthy and specialized retailer for fishing enthusiasts

Copy Examples

• •Silence on the water. A sudden tug. That's the moment we live for. Our new Viper V2 lure cuts through the water with an action predators can't resist. Engineered for that heart-stopping strike. Are you ready to make it happen? Tap to shop and get out there. #KnicklichtAngelsport #FishingLure #PredatorFishing #AnglingLife
• •Your turn, community! What's the one piece of gear you NEVER leave at home? Besides the essentials, every angler has that one lucky charm or secret weapon. For some of our team, it's a specific pair of pliers; for others, it's a 10-year-old float. Share yours in the comments below! #KnicklichtCommunity #FishingGear #AnglerTalk
• •The weekend is calling. Are your tackle boxes ready? Hey [Customer Name], from first light to sundown, the best moments happen by the water. This week, we're sharing a pro tip on setting up the perfect night fishing rig with our ultra-bright glow sticks. Plus, check out our new arrivals that just hit the shop. Tight lines! #KnicklichtShop #WeekendFishing
• •Feel Everything. Miss Nothing. The CarbonPro X Rod. This isn't just a rod; it's an extension of your senses. Built with a high-modulus carbon blank, the CarbonPro X delivers exceptional sensitivity to detect the slightest nibble, combined with the backbone to handle the fight of a lifetime. Designed for anglers who demand performance and reliability. Because out here, every cast counts.
• •TikTok Video Concept: Quick cuts showing someone unboxing a new Knicklicht reel, attaching it to a rod, casting, and then a final shot of them holding up a fish with a smile. On-Screen Text: "That new gear feeling." -> "The perfect cast." -> "Success!" Caption: Tag a friend who needs to upgrade their setup! #KnicklichtBerlin #Unboxing #FishingTikTok #Angling