Brand Tone

Passionate, Authentic, and Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Passion for Fishing
• •Community
• •Made in the USA / Local Pride
• •Trust and Effectiveness

Best Practices

• •Always Spotlight the Community: Make user-generated content the hero of your social media strategy. When writing captions for their photos, be congratulatory and genuine.
• •Speak Angler-to-Angler: Use authentic fishing terminology (e.g., "tank," "lunker," "finesse," "match the hatch"). Avoid overly polished or corporate language. The voice should be that of a knowledgeable friend on the water.
• •Anchor Everything in Your Values: Regularly and naturally weave in key phrases like "Hand-Tied Quality," "Family-Owned," and "Proudly PNW." This repetition reinforces the brand's core identity.
• •Focus on the "Why," Not Just the "What": Instead of just saying a jig has a weed guard, explain why: "so you can confidently cast into the heavy cover where the giants live." Connect features to tangible benefits for the angler.
• •Be Authentic and Responsive: Engage with comments and questions personally and promptly. When launching new products, share the "behind-the-scenes" story of how and why they were created, as seen in interviews. This builds trust and makes the brand feel human.

Social Perception

The public and its customer base perceive PNW Bass Candy as a highly reputable and trustworthy craft bait company.

Copy Examples

• •This is what it's all about! Huge congrats to @[customer_handle] for landing this absolute tank on a Faded Gill Desert Scorpion jig. That's a PNW beauty right there! Tag us in your catches for a chance to be featured. #PNWBassCandy #CommunityCatch #BassFishing
• •Tired of tackle that doesn't hold up? Our jigs are hand wire tied right here in Washington for unmatched durability. Designed for PNW waters, trusted by PNW anglers. Stop losing fish to gear failure. Shop now and feel the difference. #MadeInTheUSA #PNWFishing
• •Meet the Drippin' Stix: your new secret weapon for finicky bass. Made from our special blended floating soft plastic, its flat-bottom design creates an irresistible wiggle with the slightest twitch of your rod. Perfect for drop shot or ned rigs when the bite gets tough. Hand-poured with purpose. #FinesseFishing #BassCandy
• •From our workshop to your water. This is what hand-poured passion looks like. The result? Unforgettable days on the water. #PNWBassCandy #HandPouredBaits #BigBassEnergy #FishTok
• •You asked, we listened. By popular demand, the 'River Special' Slasher swimbait is now available! We've perfected this natural craw pattern to match the hatch in our local systems. Be the first to tie one on. Exclusive to our community for the next 48 hours!