Brand Tone

defiant, proud, and niche-focused

Brand Values

• •Heritage
• •Counter-Culture/Rebellion
• •Niche Community
• •Entrepreneurial Spirit

Best Practices

• •Use Inclusive Language for the In-Group: Continue using "we," "us," and "our" to foster a sense of shared community and identity with the target audience. Frame the brand as part of the same group it serves.
• •Embrace the Underdog Narrative: Lean into the story of being a small business providing items that larger corporations have dropped. This "us vs. them" narrative resonates with a counter-culture audience and strengthens brand loyalty.
• •Be Direct and Unapologetic: The brand ```
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Social Perception

The target audience perceives the brand as a key supplier for specific cultural merchandise that is otherwise difficult to find. The broader public perception is highly polarized; supporters see it as a bastion for heritage and free expression, while opponents view the merchandise as symbols of racism and division.

Copy Examples

• •Wear Your Heritage. Don't let them erase history. Our new line of Rebel Pride hats is here. Built to last and designed for those who remember what Southern pride stands for. Shop now and make a statement. #SouthernHeritage #RebelPride #OldSouthMercantile
• •We love seeing our gear out in the wild! Thanks to John D. for sharing this shot of his new Dixie tag. This is what it's all about: keeping the spirit alive. Tag us in your photos for a chance to be featured! #DixieLand #SouthernStyle #CustomerFeature
• •Mainstream Stores Said No. We Said Louder. Your source for authentic Southern, Rebel, and Confederate goods. Free shipping on orders over $75.
• •Fresh Off the Line: New Flags Have Arrived. You asked, we listened. Our collection of historical and Rebel flags has just been restocked, including several new designs you won't find anywhere else. They were made for flying high. Claim yours before they're gone.
• •More than just a money clip—it's a piece of defiance in your pocket. Forged from durable stainless steel and featuring the timeless battle flag, this clip holds your cash securely and your heritage proudly. A daily reminder of the enduring Southern spirit.