Brand Tone

Passionate, Authentic/Genuine, Community-Oriented, Relatable/Down-to-Earth, Dedicated/Resilient, Core/Driven

Brand Values

• •Deep Connection to Saltwater
• •Authenticity
• •Community
• •Passion
• •Perseverance/Hard Work
• •Stewardship/Responsibility

Best Practices

• •Speak from the “Soul”: Always tie messaging back to the deep, intrinsic connection to the saltwater lifestyle. Use emotive language that reflects genuine passion.
• •Show, Don't Just Tell: Utilize authentic imagery and videos of real people enjoying the saltwater lifestyle in SALTWATERSOUL gear. Highlight customer stories and experiences.
• •Be “Homegrown” and Approachable: Maintain a down-to-earth voice. Share behind-the-scenes content and the brand's journey to reinforce authenticity.
• •Foster Community: Actively engage with followers on social media. Encourage user-generated content (e.g., using #SALTWATERSOUL_Brand). Continue and promote community initiatives like the Shore Patrol.
• •Maintain Visual Consistency: Ensure that all visual elements (photography, videography, graphic design) reflect the rugged, natural, and spirited essence of the saltwater environment and the brand's aesthetic.

Social Perception

For the True Enthusiast, Loyal Following, Quality Apparel, Community-Minded & Environmentally Conscious (to a degree), Established & Recognizable (especially in Texas)

Copy Examples

• •It's more than water. It's in your veins. It's in your soul. SALTWATERSOUL: Gear for the life you live.
• •From the Texas coast since '06. Built by hand, for hearts that beat with the tide. This isn't just apparel, it's a piece of your SALTWATERSOUL.
• •Salty days, fish tales, and the call of the ocean. We get it. That’s why we make gear that’s as real as your passion. Wear Your Soul.
• •Join the patrol. Protect the coast. Live the SALTWATERSOUL way. More than a brand, it’s our shared commitment to the water.
• •Not for the faint of heart. For the hardcore angler, the dawn patrol surfer, the soul that truly belongs to the saltwater. SALTWATERSOUL: Live it. Wear it. Be it.