Brand Tone

Passionate & Dedicated, Informative & Educational, Community-Oriented & Inclusive, Respectful (of nature and tradition), Appreciative

Brand Values

• •Conservation
• •Stewardship
• •Science-Based Practices
• •Community & Camaraderie
• •Heritage
• •Education & Advocacy

Best Practices

• •Always Circle Back to Conservation: No matter the product, subtly (or directly) weave in how the purchase supports the core mission of habitat and wildlife conservation. This reinforces the primary brand value.
• •Use Language of the Community: Incorporate terms and sentiments that resonate with upland hunters and conservationists (e.g., "healthy forests," "abundant wildlife," "sporting traditions," "the flush"). This builds authenticity and connection.
• •Maintain a Respectful and Appreciative Voice: Acknowledge the beauty of nature, the importance of wildlife, and the contributions of supporters. Avoid overly casual or flippant language.
• •Be Informative and Purposeful: Briefly educate the audience about the "why" behind the products – the conservation work they enable. This adds depth beyond a simple sales pitch.
• •Develop a "Voice Guide" for All Communicators: Create a simple document outlining the key brand values, tone attributes (passionate, informative, community-oriented, respectful), and include examples of on-brand and off-brand messaging. This ensures consistency across all platforms and personnel managing communications.

Social Perception

Respected Conservation Authority, Advocate for Hunters and Wildlife, Community Driven, Impact-Focused, Collaborative

Copy Examples

• •Headline: Gear Up for Good. Your Path to Conservation Starts Here. Body: Every cap, shirt, and decal you choose from the RGS | AWS Upland Store directly fuels our mission to create healthy forests and abundant wildlife. Wear your passion, fund the future. Shop now and make a difference. (Tone: Passionate, Direct, Impact-Focused)
• •Headline: For the Woods, For the Wild, For Generations to Come. Body: The RGS | AWS Upland Store isn't just about quality gear; it's about a legacy. From field essentials to fireside comforts, each item supports science-based habitat projects. Join us in stewarding our cherished upland traditions. (Tone: Respectful, Heritage-Focused, Informative)
• •Headline: More Than Merchandise. It's a Movement. Body: When you shop the Upland Store, you join a dedicated community of conservationists. Discover apparel and goods that celebrate the upland spirit and help us protect the grouse, woodcock, and vital forests they call home. (Tone: Community-Oriented, Appreciative, Passionate)
• •Headline: The Call of the Uplands, Answered in Every Purchase. Body: Feel the connection to the wild with every item. Our Upland Store offers curated gear for the discerning sportsperson, with proceeds ensuring the health of our forests and the thrill of the flush for years to visit. (Tone: Evocative, Passionate, Stewardship-Focused)
• •Headline: Equip Your Adventure. Empower Conservation. Body: From dawn patrols to cozy evenings, find durable, purpose-driven gear at the RGS | AWS Upland Store. Every purchase is an investment in the science, habitat work, and advocacy that protect our beloved upland birds and their ecosystems. (Tone: Informative, Dedicated, Impact-Focused)