Brand Tone

Patriotic and Proud, Authentic and Handcrafted, Supportive and Community-Oriented, Masculine (but inclusive), Straightforward and Confident, Respectful and Appreciative, Informal and Relatable

Brand Values

• •Patriotism
• •Support for Service Members
• •Quality and Craftsmanship
• •Authenticity and Transparency
• •Community and Giving Back
• •Resilience and Strength
• •Legacy and Remembrance

Best Practices

• •Always Emphasize "American Made" and "Natural Ingredients": These are core product differentiators and align with the value of quality and authenticity. Highlight the "handcrafted, small-batch" nature.
• •Incorporate Patriotic Language Naturally: Use terms like "freedom," "honor," "service," and "proudly American" where appropriate, ensuring it feels genuine and not forced. Referencing the "5.56 OZ of Freedom-Loving Soap" is a good example of their current practice.
• •Speak Directly and Confidently: Use strong, declarative sentences. Don't shy away from bold statements that reflect the brand's "unapologetically proud" stance.
• •Maintain a Connection to Service: Regularly remind customers that a portion of sales supports veteran and first responder organizations. Share stories (with permission) from the "Veteran Artist Series" if applicable to further this connection.
• •Use Relatable and Occasionally Humorous Language (where appropriate): While the core tone is respectful and proud, the brand also uses informal and humorous product names/descriptions (e.g., "Bad Decisions," "FUBAR," "Unicorn Natural Soap inspired by the Hot/Crazy Matrix"). This makes the brand more approachable and memorable. Maintain this balance, ensuring humor doesn't overshadow the core values of respect and honor.

Social Perception

Positive customer feedback, Appeals to target audience, Brand loyalty, Seen as trustworthy

Copy Examples

• •Headline: Honor Your Roots. Fuel Your Day. Body: Patriot And Company: American-made, natural grooming essentials crafted for the man who stands for something. Feel the quality, embody the spirit. A portion of every sale supports our nation's heroes. Call to Action: Shop Now & Support Our Veterans.
• •Headline: More Than Just Soap. It's a Statement. Body: Tired of chemical-laden junk? Our handcrafted soaps are made with natural ingredients right here in the USA. For patriots who demand the best, because you've earned it. Call to Action: Discover the Difference.
• •Headline: The Scent of Freedom. The Feel of Quality. Body: From "Bad Decisions" to "FUBAR," our uniquely scented, natural men's soaps are designed for the unapologetically American man. Smell good, feel good, do good. Call to Action: Find Your Freedom Scent.
• •Headline: Built by Vets. For Patriots Like You. Body: We're a veteran and first responder-owned company dedicated to providing badass grooming products that honor service and sacrifice. Every purchase gives back to those who protect our freedom. Call to Action: Join the Company of Patriots.
• •Headline: For the Woman Who Loves a Patriot (And Great Skin). Body: Introducing our line of natural soaps and deodorants for women. Crafted with the same American-made quality and commitment to natural ingredients you expect from Patriot And Company. Call to Action: Explore the Women's Collection.