Brand Tone

Authentic & Passionate, Proud & Confident, Community-Oriented & Supportive, Craftsman-like & Detail-Oriented, No-Nonsense & Direct

Brand Values

• •Quality Craftsmanship
• •Community & Brotherhood
• •Authenticity
• •Durability & Reliability
• •Innovation
• •Customer Focus

Best Practices

• •Speak from Experience: Use language that reflects an insider's understanding of the firefighting profession. Reference the challenges, camaraderie, and values of the fire service.
• •Emphasize "By Firefighters, For Firefighters": Consistently remind the audience of the brand's authentic roots. This builds trust and credibility.
• •Focus on Quality and Durability: Use strong, confident language that highlights the superior materials, handcrafted nature, and longevity of the products. Avoid overly technical jargon unless clearly explained.
• •Foster a Sense of Community: Address the audience with terms like "brother," "sister," or "family" where appropriate, reinforcing the communal values of the brand.
• •Be Direct and Purposeful: While proud, the tone should remain grounded and focused on the practical benefits and reliability of the gear. Firefighters need equipment they can depend on, and the copy should reflect that seriousness of purpose.

Social Perception

Positive Reputation for Quality, Respected Innovator, Authentic & Trusted, Go-To for Customization, American Made Pride

Copy Examples

• •Headline: Forged in Fire, Crafted by Hand. Body: Your gear is your lifeline. At Leatherhead Concepts, our radio straps aren't just made; they're built by fellow firefighters who understand the demands of the job. Experience the difference of true custom craftsmanship.
• •Headline: Beyond Standard Issue. Beyond Expectation. Body: Why settle for ordinary when your service is anything but? Leatherhead Concepts offers custom leatherwork that’s as unique as your commitment. Built for the heat, designed for you.
• •Headline: The Last Strap You'll Ever Need. (Until You Want Another One). Body: We use only the highest-grade leather and hardware, handcrafted to withstand the toughest calls. Invest in gear that’s as resilient as the spirit of the brotherhood.
• •Headline: Innovation Born from Experience. Body: From the first NFPA compliant leather chinstrap to our signature black hardware, Leatherhead Concepts has been leading the way for over 15 years. Gear that works smarter, because we’ve been there.
• •Headline: More Than Just Leather. It's a Piece of the Brotherhood. Body: Founded by a firefighter, for firefighters. We pour our pride and dedication into every stitch, because we know what’s on the line. Join the Leatherhead family.