Brand Tone

Authentic, Raw, Passionate, Enthusiastic, Down-to-Earth, Relatable, Expert, and Confident.

Brand Values

• •Family & Togetherness
• •Adventure & The Outdoor Lifestyle
• •Animal Welfare & Respect
• •Authenticity
• •Tradition & Skill

Best Practices

• •Lead with Authenticity: Always use a direct, honest, and down-to-earth voice. Avoid corporate jargon or overly polished marketing language. Share the real stories, including the challenges and the raw moments. This is your biggest strength.
• •Use "Adventure" as a Feeling, Not Just a Word: Frame products and content around the feeling of adventure. A hat isn't just a hat; it's for "early mornings in the woods." A shirt isn't just apparel; it's for "those who live this life."
• •Incorporate "In-Group" Language: Use terms and references that resonate with the hunting and outdoor community (e.g., "tracking," "in the stand," "the chase," "the grind"). This shows you are part of the culture, not just selling to it.
• •Center the Story on Family and Dogs: Your audience connects with the Beckers and their dogs. Continue to make them the heroes of the brand story. Product copy should feel like a recommendation from a trusted friend (Justin) who actually uses the gear.
• •Maintain a Clear Call to Action Rooted in Lifestyle: Every piece of copy should guide the audience, but frame it as an invitation. Instead of just "Buy Now," use phrases like "Gear Up for Your Next Adventure," "Join the Adventure," or "Live the #KnotNormal Life." This connects the purchase to the aspirational lifestyle you represent.

Social Perception

The brand is perceived as inspiring, admirable, trustworthy, authoritative, and fosters an engaged community.

Copy Examples

• •Built for the backwoods. Tested in the swamps. Our new Camo Hog 7-panel is made for those who'd rather be tracking than talking. This isn't just gear; it's part of the lifestyle. Live the adventure. Gear up at the link in bio. #KnotNormal #HogHunting #OutdoorGear #GetOutside
• •Some people have hobbies. For us, it's a way of life. The mud, the dogs, the thrill of the chase—it's in our blood. We made this shirt for everyone else who gets it. Ready to join the adventure? Shop the 'Merica Hog Bay collection now. #KnotNormalAdventures #HuntingLife #FloridaOutdoors
• •When that first light hits the trees, you want to be ready. Our Big Buck Sweatshirt is your go-to layer for those cold mornings in the stand and late nights by the fire. Made from a durable, soft-touch cotton blend, it’s tough enough for the woods and comfortable enough for the ride home. It’s more than a sweatshirt—it’s a piece of the adventure you can wear. Features our signature embroidered Big Buck design. #KnotNormal
• •This hunt was one for the books. Things got western, and the dogs had to work overtime to get this territorial boar. It’s moments like these that test your gear, your dogs, and your nerve. We wouldn’t have it any other way. Thanks for following the journey. If you support what we do, check out our merch and gear up for your own adventure: [Link to website] #HogHuntingWithDogs #KnotNormalAdventures #FloridaHunting
• •The grind behind the glory. Respect the dogs. Respect the hunt. #HuntingDogs #OutdoorLife #Adventure