Brand Tone

Casual and Approachable, Humorous and Edgy (Optional), Authentic and Down-to-Earth, Customer-Focused

Brand Values

• •Customization and Personalization
• •Self-Expression
• •Quality (implied)
• •Small Business Charm
• •Community (via TikTok)

Best Practices

• •Know Your Audience Segments: Recognize that some customers want straightforward customization, while others are drawn to the humor/edge. Tailor copy where appropriate (e.g., product descriptions for humorous patches can be bolder than general site copy).
• •Stay Authentic: Continue to lean into the 'small family business' narrative. Use direct, unpretentious language. Avoid overly corporate jargon.
• •Inject Personality: Don't be afraid to be conversational and use a bit of wit, especially in social media and email marketing. Let the passion for hats and customization shine through.
• •Prioritize Clarity on Customization: Always make the 'build your own' process and what the customer receives clear and exciting. Highlight the ease and fun of creating a unique product.
• •Be Consistent Across Platforms (but adapt the style): While the core tone should remain (casual, authentic), the expression might differ slightly. TikTok can be more trend-driven and overtly humorous, while website copy might be slightly more focused on product benefits and the customization process. Ensure key brand messages (customization, self-expression) are always present.

Social Perception

Positive for Customization and Style, Appreciation for Niche/Humorous Designs, Seen as a Source for Unique Gifts, Generally Positive Customer Service Interactions (from brand's claim), Awareness of Shipping and Return Policies

Copy Examples

• •Headline: Your Head, Your Story. Build Your Lid. Body: Don't just wear a hat, wear *your* hat. Pick a blank, slap on a patch that screams 'you', and let us do the rest. From mild to wild, your custom lid awaits at Rusty Lids. Call to Action: Design Yours Now!
• •Social Media Post (Image: A cool, uniquely customized Rusty Lids hat): Text: That feeling when your new Rusty Lid just *gets* you. 😎 What patch are you rocking today? Show us your style! #RustyLids #CustomHats #CapsThatTalk #BuildYourOwn Call to Action: Tap to shop & create your vibe!
• •Product Description (for a humorous patch hat): Title: The '[Patch Slogan Here]' Trucker – Yeah, We Went There. Body: Some thoughts are best kept on a hat. This one’s for those who aren’t afraid to show their (slightly twisted) sense of humor. Quality trucker, legendary patch, zero apologies. Call to Action: Add to Cart If You Dare.
• •Email Subject: Officially the Coolest Hat in the Room (Thanks to You). Body: Hey [Customer Name], just a heads-up: your custom Rusty Lid is about to make some heads turn. We’re a small family biz handcrafting awesome hats, and folks like you make it all happen. Thanks for letting us build your next favorite lid! Call to Action: Track Your Order / Check Out New Patches!
• •Website Banner for New Arrivals: Text: Fresh Patches. Same Awesome Hats. Your new obsession just dropped. Call to Action: Shop New Arrivals – Don't Miss Out!