Brand Tone

Direct and Functional, Practical, Emerging/Professional (Aspirational)

Brand Values

• •Quality
• •Durability
• •Customer Satisfaction
• •Preparedness/Adventure

Best Practices

• •Define Your Core Audience: Understand who you are talking to (e.g., serious outdoor enthusiasts, tactical professionals, preparedness-minded individuals). Tailor your language to resonate with their needs, values, and technical understanding. For Landers Trade, this means focusing on reliability, performance, and durability.
• •Prioritize Clarity and Function: Use clear, concise language that highlights the practical benefits and features of the products. Avoid overly casual slang or jargon that might not be universally understood by the target audience. The copy should be informative and straightforward.
• •Emphasize Reliability and Trust: Build confidence by consistently using words that convey durability, quality, and dependability (e.g., "rugged," "field-tested," "resilient," "heavy-duty," "mission-ready"). Back these claims with product specifics where possible.
• •Maintain Visual and Textual Consistency: Ensure that the tone of the copy aligns with the visual branding (images, website design). If the imagery is serious and focused on performance, the copy should reflect that. For Landers Trade, this means practical, action-oriented visuals complemented by direct, benefit-driven text.
• •Develop a Brand Style Guide: Create a simple document outlining key brand messaging points, preferred terminology (and terms to avoid), and the overall tone of voice. This guide will help ensure consistency across all communication channels and for anyone creating content for the brand. For example, is the tone more about extreme adventure or about practical preparedness? Define this.

Social Perception

Low Visibility/Developing, Potential for Confusion

Copy Examples

• •Headline: Built for the Unseen. Ready for Anything. Body: Landers Trade delivers tactical and outdoor gear engineered for durability and peak performance. When mission success is non-negotiable, trust gear that won’t let you down. Shop now for equipment that’s as resilient as you are.
• •Headline: Your Adventure. Our Gear. Body: From rugged trails to demanding environments, Landers Trade equips you for every challenge. Discover high-quality, field-tested outdoor equipment designed for the modern explorer. Explore our collection and gear up for your next expedition.
• •Headline: Tactical Advantage Starts Here. Body: Gain the edge with Landers Trade’s curated selection of tactical apparel and equipment. We prioritize functionality, resilience, and precision. Equip yourself with gear that meets the standards of professionals.
• •Headline: Don't Just Prepare. Prevail. Body: Emergencies demand reliable tools. Landers Trade offers a comprehensive range of survival and emergency gear to ensure you’re ready for any situation. Invest in peace of mind with equipment you can count on.
• •Headline: Quality Gear. Uncompromised Performance. Body: At Landers Trade, we source and provide gear that stands up to the toughest tests. Our commitment is to quality and your satisfaction, ensuring every item helps you perform at your best, outdoors or on duty.