Brand Tone

Authentic, supportive, and proud, with an undercurrent of insider humor.

Brand Values

• •Community
• •Advocacy
• •Authenticity
• •Giving Back

Best Practices

• •Speak from Experience: Always write from the perspective of a firefighter. Use "we" and "us" to foster community. Incorporate shared experiences and slang naturally to maintain authenticity.
• •Balance Humor with Seriousness: While insider humor is a key part of the brand, know when to shift to a serious and supportive tone, especially when discussing mental health. The ability to navigate both is crucial.
• •Reinforce the "Why": In product descriptions, social media posts, and ads, consistently connect the purchase to the greater mission. Remind customers that their support directly contributes to mental health initiatives.
• •Engage with the Community: Use social media to ask questions, share stories from other firefighters (with permission), and create a dialogue. This reinforces the brand's value of community and provides a source of authentic content.
• •Create a Tone of Voice Guide: Document the brand's tone, values, and key messaging points. This guide will ensure that anyone creating content for Next Rung—whether for social media, the website, or ads—maintains a consistent and authentic voice.

Social Perception

Overwhelmingly positive; viewed as a genuine, mission-driven brand that truly understands its audience. Customers see it as a reflection of their identity and values, while the broader public respects its clear mission and efforts to support firefighter mental well-being, seeing it as a vital part of the community's support system.

Copy Examples

• •That "I need a coffee and a 24-hour nap" feeling, now on a t-shirt. You know the shift. We know the shift. This one’s for the caffeine-fueled and the eternally tired. Wear it with pride. You've earned it.
• •It’s more than a job, it's a brotherhood. Tag the crew that always has your back, on and off the truck. #NextRung #FirefighterFamily
• •Wear The Brotherhood. Support The Mission. Authentic gear for firefighters, by firefighters. Every purchase helps fund mental health support for first responders.
• •It's okay not to be okay. The pressure is immense, and the weight can be heavy. We're here to say that your mental health matters. This month, we're donating 15% of all proceeds to the First Responder Health Foundation. Your gear makes a difference.
• •This isn't just a hat, it's a statement. A nod to the long shifts, the inside jokes, and the unwavering pride of your house. Built to last, just like the bonds forged in fire.