Brand Tone

Irreverent, Humorous, Boldly Patriotic, Confrontational, Unapologetic, Sarcastic, Community-Oriented.

Brand Values

• •Staunch Support for the Second Amendment
• •Anti-Establishment and Anti-Communist Views
• •Individual Liberty and Freedom
• •American Pride

Best Practices

• •Embrace the Edge: Don't dilute the brand's provocative and humorous tone. The brand's strength lies in its willingness to be polarizing. Continue to use satire, memes, and bold statements that resonate with the core audience.
• •Know Your Audience: All copy should be written with the target demographic in mind. Use insider language and cultural references that appeal to a patriotic, pro-2A, and conservative viewpoint.
• •Tell a Story of Shared Values: Frame the products not just as apparel, but as symbols of a shared identity and belief system. The copy should reinforce the idea that wearing Liberty's Pen is a way to be part of a larger movement.
• •Maintain a Consistent Voice Across All Channels: The tone on Instagram, Twitter, and the website should be harmonious. The humor and irreverence of the social media content should be reflected in the product descriptions and marketing emails.
• •Incorporate User-Generated Content and Testimonials: Continue to leverage customer reviews and photos in marketing materials. This reinforces the sense of community and provides social proof from a trusted source for new customers.

Social Perception

A polarizing but cherished brand for its niche. Perceived by its target audience as authentic, courageous, and entertaining, appreciating its willingness to make a statement and the blend of humor with patriotic messaging. Likely perceived as provocative or offensive by those with opposing viewpoints.

Copy Examples

• •Tired of walking on eggshells? So are we. Our new 'Tread on Me' tee is made from 100% premium cotton and a whole lot of constitutional backbone. Wear it loud, wear it proud. Triggering the perpetually offended is just a free bonus.
• •They told you to be quiet. They told you to comply. We say, 'Hold my beer.' Gear up for freedom at Liberty's Pen. #UnapologeticallyAmerican #2A #Freedom
• •Is your wardrobe a little too... agreeable? Let's fix that. For a limited time, get a free 'F*ck Communism' rope hat with any order over $75. It's time to let your hat do the talking.
• •Fact check: You're still free. For now. Remind everyone with our latest drop. Link in bio. #Liberty #Patriot #USA
• •This isn't just a hat. It's a declaration. Crafted for patriots who don't bend the knee, this cap is your new go-to for the range, the rally, or just your daily dose of dissent. With a fit this good, freedom has never been more comfortable.