Brand Tone

Irreverent, humorous, direct, and authentic, often with a counter-culture and edgy feel.

Brand Values

• •Veteran Support and Community
• •Authenticity and Self-Expression
• •Humor and Irreverence
• •Information and Awareness
• •Counter-Culture
• •Resilience/Defiance

Best Practices

• •Embrace Irreverent Authenticity: Don't be afraid to be direct, use slang (where appropriate for the audience), and inject humor. The voice should feel genuine and unpolished, reflecting its meme-page roots and veteran-run identity.
• •Know Your Audience (The "Tribe"): Write as if you're speaking to a fellow service member or someone who "gets it." Use shared experiences, inside jokes (judiciously), and a tone that fosters a sense of community and belonging.
• •Balance Edge with Inclusivity (as per their stated values): While the tone is edgy and targets a specific counter-culture, remember the stated value of welcoming anyone interested in military topics. Ensure the humor doesn't become overly alienating to those genuinely curious but perhaps not from the same direct background.
• •Be Unapologetically Opinionated (When Appropriate): Part of the OAF Nation appeal is its willingness to offer a distinct perspective. When sharing news or commentary, allow the brand's opinionated, sometimes critical, voice to come through, backed by their curated information.
• •Maintain a "We Stand Alone Together" Undercurrent: Even amidst the humor and irreverence, the underlying message should resonate with resilience, camaraderie, and a sense of shared understanding, especially when addressing veteran-specific issues or challenging topics.

Social Perception

OAF Nation has a strong and dedicated following, particularly within the veteran and military-affiliated community. They are perceived as an authentic voice that understands and represents a specific segment of this community. However, perception is also polarized: Positive: Many customers appreciate the unique products, the brand's mission, and its support for veterans. They are seen as a source of relevant news, humor, and a platform for veteran voices. Negative/Mixed: Some perceive the brand and its followers as embodying a "bro-vet" stereotype, which can be seen as cringey or exclusionary by others within and outside the veteran community. There are documented complaints regarding customer service and product fulfillment, impacting trust for some potential customers. Discussions in forums sometimes question the founder's background or the brand's evolving stance on issues. Their willingness to post on potentially divisive social topics also leads to mixed reactions.

Copy Examples

• •Product (New Hoodie): This ain't your grandpa's cardigan. The [Product Name] Hoodie: Built tougher than a two-dollar steak and more comfortable than a rack on a Sunday. Gear up.
• •Social Media (News Commentary): World's gone mad again. We're cutting through the BS to tell you what's actually happening with [Current Event]. No sugar-coating, just the OAF take. Link in bio if you can handle it.
• •Brand Statement (Website): Started from the bottom (as a meme page, basically). Now we're here. OAF Nation: Unapologetically serving up news, gear, and the kind of humor that gets you through. If you rock with us, we rock with you. No exceptions.
• •Email (Subscriber Exclusive): Yo, Highbay crew. Got something fresh off the line just for our people. This [Exclusive Product] ain't hitting the main store. You know the drill – loyalty gets rewarded. Grab yours before the rest of the world even knows it exists. (Inspired by their "Highbay" access).
• •Blog Post Intro (Addressing a controversial topic): Alright, let's talk about the elephant in the room: [Controversial Topic]. We know it's a minefield, but someone's gotta wade in. Pull up a chair, grab a stiff drink, and let's get into it. No snowflakes allowed.