Brand Tone

authentic, rugged, and aspirational

Brand Values

• •Durability and Quality
• •Authenticity
• •Purposeful Living
• •Timelessness

Best Practices

• •Transparency is Key: Be open about your business practices. A legitimate business should have a clear and accessible "Contact Us" page and business address.
• •Build Social Proof: Encourage and showcase genuine customer reviews on your website and third-party platforms.
• •Engage on Social Media: Maintaining active, professional, and engaging social media profiles is crucial for building a community and establishing legitimacy.
• •Consistency Across All Channels: Ensure your brand's voice is consistent from your website copy and product descriptions to your customer service emails and social media interactions.
• •Deliver on Your Promises: Ensure that the quality, durability, and values you promote in your copy are reflected in your actual products and customer service.

Social Perception

Extremely negative, centered on mistrust and deception; perceived as a potential scam operation, leading to public warning and avoidance.

Copy Examples

• •The Last Jacket You'll Ever Need. Built for the trails you've yet to explore and the stories you've yet to tell.
• •Gear That Works as Hard as You Do.
• •From the first step on a misty morning trail to the last call at your local pub, our Trailhead Boots are crafted for every part of your day. Made with full-grain leather and a sole that grips, they don't just look timeless—they're built to become a part of your story.
• •We believe in sunrises, strong coffee, and gear that doesn’t quit. What does your journey look like today? #BuiltForTheJourney
• •We started this company with a simple idea: to create things of value for people of principle. In a world of the temporary and the trendy, we choose the durable and the dependable. Every stitch, every cut, and every material is a testament to our commitment to quality that endures.