Brand Tone

professional, authoritative, and serious. There's an underlying tone of confidence and trust built on a long history and expertise in the field. While professional, there are also elements of being community-focused and supportive

Brand Values

• •Innovation
• •Performance
• •Excellence
• •Legacy
• •Customer First
• •Saving Lives

Best Practices

• •Prioritize Professionalism and Authority: Use clear, concise language that reflects expertise. Avoid overly casual slang or humor that could undermine the serious nature of the products.
• •Emphasize "Together, We Save Lives®": Consistently weave this mission and the values of innovation, performance, excellence, and legacy into messaging.
• •Show, Don't Just Tell (Reliability & Trust): Utilize testimonials, endorsements (especially from professionals), and highlight the SAVES CLUB® to demonstrate product effectiveness and build trust.
• •Focus on Solutions and Benefits: Clearly articulate how the products' features translate into tangible benefits for the user (e.g., enhanced safety, quicker access, improved comfort, mission success).
• •Maintain a Respectful and Supportive Voice: Acknowledge the challenging and critical roles of the target audience. Communicate in a way that shows understanding and support for their service and safety.

Social Perception

Among its target audience of law enforcement, military, and security professionals, Safariland is generally perceived as a trusted and reliable provider of high-quality, durable, and life-saving equipment.

Copy Examples

• •Headline: Engineered for When Seconds Count. Lives Depend On It. Body: Safariland gear is built on a legacy of trust and innovation. Because in your world, performance isn't just a feature—it's a lifeline. Equip yourself with confidence.
• •Headline: Over 2,153 Lives Saved. And Counting. Body: Our mission, "Together, We Save Lives®," is more than a statement. It's in every stitch, every design, every piece of equipment we craft. Hear the stories of the Safariland SAVES CLUB®.
• •Headline: Innovation. Not Imitation. The Standard for Duty Gear. Body: For over 55 years, Safariland has pioneered advancements in protective equipment. Trust the gear engineered for excellence and proven in the field.
• •Headline: Your Shield. Your Partner. Your Safariland. Body: We are committed to the professionals who protect our communities. Our gear is designed with your safety and performance as the unwavering priority.
• •Headline: Built for the Demands of Duty. Designed for Your Peace of Mind. Body: From advanced holster retention systems to cutting-edge ballistic protection, Safariland delivers the quality and reliability you need to face any challenge.