Brand Tone

A blend of pride, camaraderie, and subtle humor. It's a voice that speaks the language of the military community, utilizing shared experiences and inside jokes. The tone is respectful of military service while also being approachable, relatable, and fostering a sense of belonging.

Brand Values

• •Patriotism and Service
• •Authenticity
• •Community and Esprit de Corps
• •Legacy and Remembrance
• •Quality and Pride in Craftsmanship

Best Practices

• •Speak the Language: Continue to use military-related slang and terminology where appropriate, but ensure it's inclusive enough for supporters and family members to understand. The humor should be relatable to the shared experiences of the community.
• •Lead with "Veteran-Owned": Consistently and proudly mention that the business is veteran-owned and operated. This is a significant trust signal and a point of connection for the target audience.
• •Tell the Story: Don't just sell products; sell the stories behind them. Whether it's the history of a unit or the shared experience a design represents, storytelling will create a deeper emotional connection with customers.
• •Foster Community in Your Copy: Use inclusive language like "we," "us," and "our community." Encourage user-generated content by asking followers to share photos of themselves in Llamafury gear.
• •Maintain a Tone of Respect and Pride: While humor is part of the brand, it should never undermine the respect and pride associated with military service. The copy should always honor the sacrifices and dedication of the armed forces.

Social Perception

The brand is likely perceived by its target audience as "one of their own." The veteran-owned status and niche merchandise foster a strong sense of in-group identification. Customers likely see purchasing from Llamafury.com as supporting a fellow veteran and a way to proudly display affiliation and service history. It is regarded as a trusted source for authentic and meaningful gear within the military community.

Copy Examples

• •It's more than just a t-shirt; it's a statement. For those who walked the walk and talked the talk. Our new [Unit Name] tee is for you. Wear it with pride. #LlamaFury #Veterans #MilitaryPride #[UnitHashtag]
• •Gear up for the holidays. From one veteran to another, we've got you covered. Find the perfect gift for the service member in your life. Shop our holiday sale now.
• •Embrace the suck in comfort. This hoodie is tough enough for your early morning PT and comfortable enough for your well-deserved downtime. Built for the warrior, by the warrior.
• •A New Drop for the Old Guard
• •Which one are you copping first? We're dropping new gear soon, and you get to choose. Sound off in the poll below! 🗣️