Brand Tone

Authentic, Traditional/Heritage-Rich, No-Nonsense/Utilitarian, Rugged/Outdoorsy, Trustworthy, Straightforward

Brand Values

• •Heritage & Tradition
• •Effectiveness
• •Natural Ingredients (where possible)
• •Craftsmanship/Handmade Quality
• •American Made
• •Self-Reliance/Preparedness
• •Authenticity

Best Practices

• •Embrace the Heritage: Always lean into the historical aspect. Use phrases like 'time-tested,' 'since 1882,' 'generations of,' 'original recipe.' Storytelling around its origins is key.
• •Speak Plainly & Honestly: Avoid modern marketing jargon or overly polished language. The tone is direct, confident, and focuses on product function. If the scent is strong, own it as part of its effectiveness.
• •Use Evocative, Rustic Language: Incorporate words that paint a picture of the deep woods, traditional craftsmanship, and rugged outdoor life (e.g., 'wilderness,' 'pine tar,' 'handcrafted,' 'trail-ready,' 'woodsman').
• •Focus on Authenticity & Natural Roots: Highlight the use of traditional ingredients like pine tar, natural oils, and beeswax. Emphasize the 'Made in Maine' or 'American Made' aspect.
• •Target the Experienced Outdoorsperson: Write for an audience that values efficacy and tradition over fleeting trends. They understand the need for reliable gear and appreciate products with a proven track record.

Social Perception

Respected Niche Product, Effective but Old-Fashioned, Trustworthy Alternative, Evokes Nostalgia, Somewhat Obscure/Rediscovered

Copy Examples

• •Headline: Since 1882: Protection as Wild as the Woods. Body: Ole Time Woodsman Fly Dope. Crafted from a time-tested recipe, our formula masks your scent the way nature intended. For those who answer the call of the wild, not the sting of insects.
• •Headline: The Woods Don't Compromise. Neither Do We. Body: Generations of outdoorsmen have trusted Ole Time Woodsman for straightforward, effective protection. Pine tar, natural oils, and a heritage of getting the job done. No frills, just results.
• •Headline: Some Scents Tell a Story. Ours Keeps the Pests Away. Body: The distinct aroma of Ole Time Woodsman isn't just a signature – it's your shield. Made in Maine, relied on for over a century to let you experience the outdoors in peace.
• •Headline: Before DEET, There Was Dope. Fly Dope. Body: Back when gear was handmade and trails were earned, Ole Time Woodsman was there. Still made with the same commitment to natural, rugged effectiveness. Trust tradition.
• •Headline: Your Grandfather Knew. It's Time You Did Too. Body: Ole Time Woodsman isn't new, it's proven. The original scent-masking protection for serious outdoor folk. Keeps biting insects guessing, so you can focus on the adventure.