Brand Tone

Supportive, Proud, Resolute, and unapologetically pro-law enforcement. It is friendly and informal within its community, but serious and respectful when addressing duty-related topics.

Brand Values

• •Support for Law Enforcement and First Responders
• •Honor and Respect
• •Community and Brotherhood
• •Pride and Uniqueness
• •Resilience

Best Practices

• •Speak the Language: Use terminology and cultural references that are authentic to the law enforcement community (e.g., "got your six," "sheepdog," "hold the line," "the watch"). This builds credibility and connection.
• •Balance Pride with Respect: The tone should be proud and strong, but always maintain a deep level of respect for the seriousness of the profession. Avoid being overly aggressive or alienating.
• •Focus on Community: Frame messages around "we," "us," and "the family." Encourage user-generated content and interaction to reinforce the sense of a shared community.
• •Embrace the "Black Sheep" Identity: Consistently use the "black sheep" metaphor to mean strength, honor, and standing apart for the right reasons. This transforms a potentially negative term into a core brand positive.
• •Stay True to the Mission: Every piece of copy, from a product description to a social media post, should circle back to the core mission: supporting and honoring law enforcement. This unwavering focus is the brand's greatest strength.

Social Perception

Internally (target audience), Live Black Sheep is perceived as an authentic and supportive voice that understands and speaks to the law enforcement community, fostering pride and affiliation. Externally (general public), perception is polarized, heavily influenced by individual views on law enforcement, with supporters viewing the brand positively and critics negatively. The brand focuses intently on its niche.

Copy Examples

• •Wear Your Conviction. Some see a black sheep. We see a guardian. This isn't just a shirt; it's a statement. Made for those who hold the line, on and off duty. Stand tall, stand proud.
• •The shift ends, but the spirit doesn't. We love seeing our gear out in the wild. Tag us in your downtime pics for a chance to be featured. #LiveBlackSheep #FamilyInBlue #OffDuty
• •Why "Black Sheep"? In any flock, the black sheep stands out. It's different. It walks its own path. In our world, the men and women who wear a badge are often made to feel the same way. We embrace it. To us, being a black sheep means having the courage to protect the flock, no matter the cost.
• •Built for the Watch. Gear That Works as Hard as You Do. When you're on duty, you need gear you can trust. Our new St. Michael Guardian Challenge Coin is forged as a reminder of the protection you carry and the brotherhood you serve. A perfect partner for your EDC.
• •More Than a Brand. It's a Brotherhood. From the squad car to the home front, we've got your six. Live Black Sheep was founded by a LEO to honor and support the toughest job in the world. Shop our collection of apparel and gear made for the flock's protectors.