Brand Tone

Passionate, Educational, and Community-Centric

Brand Values

• •Authenticity
• •Expertise & Knowledge Sharing
• •Quality & Innovation
• •Adventure & Connection with Nature
• •Community

Best Practices

• •Lead with Passion, Follow with Function: Always start with the "why"—the love for the sport. Then, introduce the product as the solution or the tool that enhances that passion.
• •Educate, Don't Just Sell: Frame product information as a tip or a lesson. Instead of saying "Our lure is effective," say "Here's *why* our lure is effective for this specific situation," and link it back to an experience or tutorial.
• •Use "We" and "You" to Build Community: Write as if you are speaking directly to a fellow angler. Use "we" to refer to the Scarna team and their shared experiences, and "you" to address the customer directly, creating a conversational and inclusive tone.
• •Cross-Promote Content and Commerce Seamlessly: Every piece of content (YouTube, Instagram) is an opportunity to mention the shop, and every product page is an opportunity to link back to a video demonstrating its use. This reinforces authenticity and provides immense value.
• •Showcase Social Proof and Community Catches: Regularly feature photos and testimonials from customers using the lures. This validates the products' effectiveness and strengthens the community bond, making customers feel like part of the Scarna "field team."

Social Perception

Credible experts, trustworthy, and influential community leaders in the predator fishing scene.

Copy Examples

• •The result of months of testing on the water is finally here. Introducing the Jerk Minnow 85 HS. We designed it for those tricky days when pike are wary, giving it an erratic action they just can't resist. Check out the video to see how it swims and get yours on the shop! Link in bio. #ScarnaFishing #HandmadeLures #PikeFishing #PredatorFishing #NewGear
• •Stop Guessing, Start Catching. Tired of coming home empty-handed? Our YouTube channel has helped over 100,000 anglers improve their technique. Now, fish with the exact same lures we use in our videos. Designed by us, for you. Shop the Scarna collection and feel the difference on your next trip.
• •We've all had those days—the fish are there, but they won't bite. That's why we created the Fat Boy Swim. Its subtle rolling action and tail vibration are engineered to trigger strikes from even the most pressured predators. Perfect for linear retrieves or drop-shotting, this is our go-to lure when nothing else works. As seen in our 'Mission BIG PIKE!' video. Made with passion, for your passion.
• •Inside: Our Secret Technique for Summer Perch + A Shop Exclusive
• •In this week's video, Toche breaks down the 3 most common mistakes anglers make when fishing for zander in canals. We're sharing the knowledge so we can all become better anglers. All the lures used are available on our shop: [Link]. Let us know in the comments what you want to learn next! #FishingTutorial #ZanderFishing #ScarnaTips