Brand Tone

Bold, confident, and empowering, with a "positive-aggressive" edge. It's rebellious, inspired by its rockstar founder, yet also aspirational and community-focused. The language used is strong and impactful (e.g., "MEANest," "Fierce," "Glorious"). There's an undercurrent of encouragement and celebrating individuality.

Brand Values

• •Attitude and Individuality: The core message is that the beard is an extension of a powerful, positive-aggressive attitude and personal strength. They champion being the "best you can be" and making a difference.
• •Quality and Natural Ingredients: Emphasis is placed on using "the richest natural carrier oils and finest ingredients" to create superior products.
• •American Made: Products are proudly made in the USA (specifically Ohio).
• •Community and Brotherhood: MEAN BEARD Co. actively cultivates a "world-wide community of MEAN Beardsmen" through social media and contests.
• •Purpose and Strength: The brand encourages users to "Stand with Purpose Grow a MEAN BEARD™," linking beard grooming to a larger sense of self and impact.
• •Authenticity: Implied through the founder's genuine connection to the lifestyle and the focus on real stories from their community.

Best Practices

• •Embrace "Positive-Aggression": Use strong, confident, and assertive language. Words like "fierce," "unleash," "conquer," "dominate," and "power" can be effective when balanced with the "positive" aspect of being your best.
• •Focus on "The Attitude, Not Just the Beard": Continuously tie product benefits back to the feeling of confidence, individuality, and purpose that a "MEAN BEARD" represents.
• •Incorporate the Rockstar Edge (Subtly or Directly): Leverage the founder's background through storytelling, using a slightly rebellious or non-conformist tone where appropriate. This can be achieved with phrases like "break the mold," "live loud," or "uncompromising quality."
• •Build Community Through Language: Use inclusive terms like "brotherhood," "fellow Beardsmen," and "join the ranks." Encourage user-generated content and interaction by asking questions and highlighting customer stories.
• •Maintain Authenticity and Quality Cues: Consistently mention the use of natural, high-quality ingredients and the "Made in the USA" aspect to reinforce trust and the premium nature of the products. Avoid overly corporate or bland language.

Social Perception

Customers and the public generally perceive MEAN BEARD Co. as a provider of high-quality, effective beard care products with desirable scents. The "MEAN" in their name is understood not as negative, but as signifying excellence, strength, and a formidable presence. The brand is seen as edgy and cool, partly due to its association with founder Barry Stock. There's a strong appreciation for the community aspect, especially the "MEANest BEARD Worldwide Contest," which allows individuals to share their "beard story" and what it represents. It's viewed as a brand that empowers men to embrace their beards as a statement of confidence and individuality.

Copy Examples

• •Don't just grow a beard. Cultivate an attitude. MEAN BEARD Co. – Fuel for your fierce.
• •Unleash your inner beast. Our natural oils and balms tame the mane, amplify the MEAN. Made in the USA.
• •It's more than facial hair. It's a statement. What does your MEAN BEARD say about you? #MeanBeardAttitude
• •Join the brotherhood of MEAN. Premium gear for beards that mean business. Shop the collection.
• •Crafted with purpose. Worn with pride. Experience the World's MEANest beard care. Your beard will thank you.