Brand Tone

approachable, passionate, community-centric, straightforward, benefit-driven, supportive, and engaging, like an experienced fishing buddy.

Brand Values

• •Passion for Fishing
• •Quality and Functionality
• •Community
• •Customer Satisfaction
• •Accessibility

Best Practices

• •Speak the Language: Use authentic fishing terminology and reference shared experiences (e.g., the thrill of the fight, early morning casts). This builds credibility and resonates with the target audience.
• •Focus on the Why, Not Just the What: Instead of only listing features (e.g., UPF 50 fabric), translate them into benefits for the angler (e.g., Stay protected from the burn, so you can stay on the water longer).
• •Amplify the Community: Regularly incorporate user-generated content and customer testimonials into your copy. Use phrases like Join the RED GILLS family or See what fellow anglers are saying to reinforce the sense of community.
• •Maintain a Confident, Encouraging Tone: The copy should be confident in the product's quality without being arrogant. Use active, encouraging language like Get ready, Gear up, and Fish with confidence to inspire and empower the customer.
• •Keep it Simple and Direct: Avoid overly technical jargon or corporate-speak. The voice should be clear, direct, and easy to understand, like getting advice from a trusted friend who knows their stuff.

Social Perception

reliable and authentic, understanding the needs of anglers, offering well-designed, durable products with good value. Perceived as 'by fishermen, for fishermen', trustworthy, and deeply integrated into the fishing community.

Copy Examples

• •From the early morning chill to the midday sun, our Performance Hoodie has you covered. Built with UPF 50 protection and moisture-wicking tech so you can focus on what matters: the fight. #ReadyForBattle #RedGillsFishing
• •Stop searching, start fishing. The P3 Tackle Backpack was designed by anglers for anglers. With smart storage for all your gear and a water-repellent build, it's the only bag you'll need on your next trip. Gear up and get out there. #RedGills #FishingGear
• •GEAR UP FOR YOUR NEXT STORY. We build performance fishing apparel that works as hard as you do. Join the RED GILLS community and fish with confidence.
• •Subject: Don't Let This Be the One That Got Away | 20% Off Inside. Body Intro: Hey [Customer Name], great stories start with great gear. To help you write your next one, we're giving you 20% off our entire collection of performance apparel. Get ready for your best season yet.
• •Built for long days on the water, the RED GILLS Element Performance Shirt is your ultimate defense against the sun and spray. Its lightweight, breathable fabric wicks away sweat to keep you cool under pressure, while the UPF 50 rating shields you from harmful UV rays. Designed with a passion for the sport, it’s gear that lets you stay out longer and fish harder.