Brand Tone

Masculine, Direct, Patriotic, Respectful, Authentic, No-Nonsense, Humorous, Edgy

Brand Values

• •Supporting Heroes
• •American Made & Veteran-Owned
• •Natural & High-Quality Ingredients
• •Hard Work & Performance
• •Authenticity & Integrity

Best Practices

• •Maintain the "Founder's Voice": All copy should sound like it could be spoken by the founder, Fred Soule. Use direct, authentic language ("damn good bar of soap") and draw from the military-inspired ethos of discipline, grit, and purpose.
• •Lead with Values: In social media posts, ads, and product descriptions, consistently weave in the core values: "Veteran-Owned," "American-Made," "All-Natural," and "For Hardworking Men." These are the primary drivers of customer loyalty.
• •Use "Benefit-Driven" Descriptions: Instead of just listing ingredients, focus on what the product does. It "cuts the grime better after a BJJ roll," provides a "mental reset," and leaves skin feeling clean, not slimy.
• •Embrace the Edge: Don't shy away from the bold, slightly humorous product names and marketing angles ("Tactical Bathing FTW"). This unique identity differentiates the brand from mass-market competitors and builds a strong cult following.
• •Create a Keyword Glossary: Develop a list of on-brand words and phrases to use consistently. Include terms like: Engineered, Forged, Tactical, Reset, Grit, Hardworking, No-Nonsense, All-Natural, American-Made, Veteran-Owned. Avoid words like: Luxury, Pamper, Delicate, Gentle, Spa.

Social Perception

Overwhelmingly positive. Customers praise product quality, scent, effectiveness, and strong connection to 'veteran-owned' and 'Made in USA' values. The masculine, patriotic, and edgy branding resonates well. Customer service is perceived as good, proactively resolving issues. Primary critique is shipping cost.

Copy Examples

• •Headline: The Shift is Over. Wash Away the Grind. Body: Long day? You've earned a reset. Our all-natural, American-made soap is engineered to cut through dirt and grime, not your skin. Made by a veteran for the heroes who show up every day. Grab a bar and feel the difference. #FirstResponders #VeteranOwned #AllNatural
• •Go dark. Our Black Ops bar is engineered with activated charcoal for a deep, detoxifying clean that leaves nothing behind. The scent of an old-growth forest prepares you for whatever the night brings. No harsh chemicals, no nonsense. Just a superior, tactical clean. All Killer. No Filler.
• •Subject: New Gear Has Dropped: The "Pump Action Spice" Bar Is Live.
• •Headline: American-Made Grit. Sub-headline: Cold-processed, all-natural soap built for the warriors, the workers, and the brave. Free shipping on orders over $60.
• •Video shows a quick-cut montage: a dirty hand, a bar of SGTSuds soap lathering up, clean water rinsing it off, a final shot of the packaged soap bar. On-screen text: From Grime to Glory. Voiceover (gruff, friendly): "Stop smelling like a flower shop. Start smelling like a man. SGTSudsSoap.com. Veteran-owned, patriot-approved."