Brand Tone

Authentic, Rugged, and Unpretentious, with a direct and confident communication style that values heritage and function over fleeting trends.

Brand Values

• •Durability & Reliability
• •Craftsmanship & Heritage
• •Comfort & Functionality
• •No-Nonsense Utility

Best Practices

• •Prioritize "Australian Made": This is your most powerful differentiator. It speaks to authenticity, quality control, and heritage. It should be prominent in website banners, product descriptions, and social media bios.
• •Use Simple, Direct Language: Avoid marketing jargon. Your audience values straightforward talk. Use short, declarative sentences that communicate strength and confidence.
• •Show, Don't Just Tell: Leverage user-generated content. Feature photos and testimonials from real tradespeople, mechanics, and farmers. This provides authentic social proof that is more powerful than any ad campaign.
• •Balance Toughness with Comfort: Always mention both. The combination of extreme durability and surprising comfort is a key part of the brand's appeal. Frame it as "Tough on the outside, comfortable on the inside."
• •Embrace the "Understated" Confidence: You don't need to shout. The brand's strength comes from its quiet, proven reliability. The tone should be confident but not arrogant, reflecting a brand that is secure in its quality and reputation.

Social Perception

Perceived as the 'Professional's Choice' or 'If You Know, You Know' work boot, valued for its authenticity, superior durability, and longevity compared to competitors, trusted and respected by those who rely on high-performance workwear.

Copy Examples

• •Still Made in Sydney. Still Tough as Nails. Since 1925, we've done things one way: the right way. Every pair of Redbacks is hand-stitched in our Sydney factory from premium Australian leather. No shortcuts, no compromises. Just an honest boot built to outlast your workday.
• •Your longest-serving employee. Mud, gravel, concrete, and 12-hour days. Your boots go through more than anything else. Ours are built for it. With 30% thicker leather and a sole designed for punishing work, Redback is the last thing you'll need to worry about.
• •The toughest slippers you'll ever own. Don't be fooled by the full-grain leather and rugged exterior. With an anatomic, air-cushioned sole, Redbacks feel broken-in from the first step. It's all-day comfort for the hardest jobs.
• •Don't overthink it. You've got enough to deal with. Your boots should be simple. Pull them on. Go to work. Get it done. Redback. It's not that deep.
• •Ask a pro. Then ask another. The best brands don't need the biggest logos. They earn their reputation on the worksite, in the workshop, and out in the field. Chances are, the person you trust most already trusts Redback. It’s time you did, too.