Brand Tone

authentic, knowledgeable, and humorously approachable

Brand Values

• •Quality Craftsmanship
• •Education and Knowledge Sharing
• •Authenticity and Transparency
• •Family and Teamwork
• •Hard Work and Perseverance
• •Humor and Enjoyment
• •Community Engagement

Best Practices

• •Embrace Imperfection and Honesty: Don't be afraid to admit mistakes or show challenges. This reinforces authenticity, which is key to their brand. Copy should reflect this by being straightforward and avoiding overly polished or corporate language.
• •Inject Humor Naturally: Weave in light-hearted comments, relatable frustrations, or the signature brotherly banter where appropriate. The humor should feel unforced and align with the on-site personalities.
• •Prioritize Educational Value: Even in humorous or informal copy, ensure there's a takeaway for the audience, whether it's a tip, an insight into the process, or a lesson learned. Frame content to be helpful.
• •Use "We" and Inclusive Language: Foster a sense of community by using "we" (referring to the brothers and crew) and addressing the audience directly ("you"). This mirrors their approach of bringing viewers along on the journey.
• •Keep it Real and Relatable: Use everyday language and avoid overly technical jargon where possible, or explain it simply. The copy should sound like it’s coming from a knowledgeable friend or mentor in the trades, not a textbook.

Social Perception

largely perceived positively as experts and educators, authentic and relatable, entertaining and engaging, trustworthy and respected, inspirational, and community-focused

Copy Examples

• •YouTube Video Title Idea: "We Messed Up This Framing (Oops!) – Here’s How We Fixed It & What YOU Can Learn!"
• •Instagram Post (showing a complex build feature): "Ever stared at a blueprint puzzle and wondered if your coffee wasn't strong enough? ☕️ Yeah, us too. But figuring out these tricky rooflines is what we live for! Swipe to see this beast come together. #PerkinsBuilderBros #CustomBuild #ProblemSolvers #MountainHomes"
• •Product Description (for their tool belt): "Tired of tool belts designed by someone who's never actually swung a hammer? So were we. That's why we built the Perkins Builder Belt: tough enough for our crazy job sites, comfy enough for all-day wear, and smart enough to keep your favorite tools right where you need 'em. Get yours and feel the difference – your back (and sanity) will thank you."
• •Facebook Post (sharing a quick tip): "Quick Tip Tuesday! Don't let [common building mistake] turn your dream project into a 'what-were-we-thinking' moment. Here's a simple trick Jaime uses to get it right every time... (Spoiler: it involves less swearing than the old way). 😉 Watch the clip and let us know your go-to hacks! #BuildingTips #DIY #ConstructionHacks #LearnWithPBB"
• •Website "About Us" Snippet: "We're Erik and Jaime Perkins – just two brothers, a dedicated crew, and a whole lot of sawdust. We build custom mountain homes, and along the way, we share the real, the raw, and sometimes the ridiculously funny side of construction on YouTube. Our goal? To build amazing homes and help you learn a thing or two while we’re at it."