Brand Tone

Patriotic, Authentic, Manly, Quality-Focused, Humorous

Brand Values

• •Patriotism/Service
• •Quality & Craftsmanship
• •Natural & Organic Integrity
• •Authenticity & No Bullshit
• •Customer Well-being
• •Discipline & Integrity

Best Practices

• •Develop a Core Messaging Guide: Document key brand phrases (e.g., "Serve the People Protect the Beard," "No Bullshit Ingredients"), a list of approved "power words" that reflect patriotism, quality, and authenticity (e.g., steadfast, forged, pure, potent, handcrafted, integrity, freedom), and words to avoid (e.g., synthetic, artificial, weak, complicated). This guide should be shared with anyone creating content.
• •Always Lead with Values: Ensure that the core values (Patriotism, Quality, Natural Integrity, Authenticity, Service) are implicitly or explicitly woven into all communications. For example, when describing a product, connect its benefits back to the care and integrity with which it was made.
• •Embrace the "Veteran-Owned" Aspect Authentically: Don't just state it; let it inform the voice. This means language that can be direct, disciplined, confident, and occasionally incorporate respectful military-esque phrasing or humor where appropriate (especially on platforms like TikTok).
• •Differentiate Tone by Platform, but Maintain Core Identity: The humorous, bolder tone seen on TikTok is effective there, but website copy might be slightly more focused on quality and trust-building, while still retaining confidence. The underlying values and "no-bullshit" approach should remain consistent.
• •Focus on "Show, Don't Just Tell": Instead of just saying "high quality," describe *why* it's high quality – "handcrafted with 100% organic oils," "formulated by a Marine Veteran with discipline." For "natural," list key beneficial ingredients. This builds credibility and reinforces the authentic, no-nonsense value.

Social Perception

Highly positive (among Etsy customers), Support for Veteran-Owned Business, Trust in Ingredients, Effective Products, Limited Broader Social Data

Copy Examples

• •Headline (Patriotic & Quality): Serve Your Beard Right. Veteran-Crafted, All-American Organic Grooming. Body: Forged from a commitment to excellence and 100% natural ingredients, Semper Suave delivers beard care that’s as steadfast as the Marines. No compromises, just pure, potent formulas to protect and nourish your mane. Unlock your beard’s true potential.
• •Social Media Post (Manly & Authentic): Stop messing with harsh chemicals. Your beard deserves better. Ours is built with 100% organic, no-bullshit ingredients that actually work. Get the look, feel the quality. Stay Suave, Stay Ready.
• •Product Description Snippet (Humorous & Confident - inspired by TikTok): The 'Freedom Bar' Soap: Smells like pure liberty, a dash of danger, and probably the ghost of Teddy Roosevelt. Washes away the daily grime and yesterday's questionable decisions. Go ahead, freedom rinse.
• •Email Subject Line (Quality & Direct): Finally: Beard Care That Meets Our Standards (And Yours). Preview Text: Experience the difference of handcrafted, organic ingredients. Discipline and integrity in every bottle.
• •Website Banner (Patriotic & Benefit-Oriented): PROTECT. SERVE. GROOM. Veteran Owned. American Made. Your Beard’s Best Ally.