Brand Tone

Rugged, Professional, and Purpose-Driven

Brand Values

• •Durability and Quality
• •Conservation and Stewardship
• •Functionality and Efficacy
• •Community Support

Best Practices

• •Use a Purpose-Driven Lexicon: Incorporate words like "durable," "professional-grade," "reliable," "stewardship," and "purpose-built." This reinforces the brand's core values of quality and conservation.
• •Speak to the Expert: Write copy that acknowledges the skill and dedication of the target audience. Avoid overly simplistic or generic language. Assume your reader understands the difference between a McLeod and a standard rake.
• •Show, Don't Just Tell: Use visuals of the tools in action in rugged environments on social media. The copy should complement these images, focusing on the outcome of the work (e.g., "The perfect ribbon of singletrack starts here.") rather than just the tool's features.
• •Emphasize Longevity and ROI: In a professional context, a tool is an investment. The copy should highlight that while the initial cost may be higher, the durability and efficiency of Savage Supply tools save time and money in the long run by avoiding replacement and breakage.
• •Maintain a Consistent Voice Across All Channels: Whether it's a product description, a social media post, or an email to a retail partner, the tone must remain professional, rugged, and direct. This consistency builds trust and solidifies the brand's identity as a reliable expert in its field.

Social Perception

The brand is highly regarded within its niche community. Customers perceive it as a go-to source for professional-grade, specialized tools that are difficult to find elsewhere. In forums related to trail building and forestry, users recommend the brand for its robust and reliable equipment. The perception is that of an authentic, no-nonsense supplier that understands the specific needs of its demanding user base. The focus on wholesale and retailer accounts suggests it is also seen as a trusted partner for other businesses in the outdoor industry.

Copy Examples

• •The back forty doesn't tame itself. Your tools need to be as relentless as you are. Built for the wild, trusted by the pros. Savage Supply: Gear Up for the Grind.
• •Your work is measured in miles of trail and acres of wilderness. Ours is measured by the tools that get you there. Savage Conservation Supply—The professional’s choice for a reason.
• •For every switchback you shape and every fireline you cut, we're with you. We're proud to be the foundation of the hard work that keeps our wild places accessible and safe. #TrailBuilding #Conservation #SavageSupply
• •Stock the Tools Your Customers Can't Break.
• •We forge tools, not toys. At Savage Supply, we build professional-grade equipment for the stewards of the land—the trail builders, firefighters, and conservation crews on the front lines. When the work is tough, your gear has to be tougher.