Brand Tone

Empowering, patriotic, and casually defiant. The brand's voice is friendly and approachable, creating a sense of an inclusive club for "girls with guns," with an undercurrent of humor and lightheartedness.

Brand Values

• •Second Amendment Advocacy
• •Female Empowerment
• •Patriotism
• •Community
• •Quality and Style

Best Practices

• •Always write with the pro-2A woman in mind. Use language that resonates with her values of freedom, independence, and empowerment.
• •While the message is strong, the tone should remain welcoming and not overly aggressive. The "giggles" in the brand name is a reminder to keep it enjoyable.
• •Use patriotic themes and symbols in a way that feels genuine and celebratory of American freedoms.
• •Use inclusive language like "sisters in arms" and encourage user-generated content to foster a sense of belonging.
• •Stand firm in the brand's pro-Second Amendment values without resorting to negativity or attacks on opposing views. The focus should be on celebrating the rights and lifestyle of their customers.

Social Perception

Within its target niche of female gun enthusiasts, Shoots N Giggles Inc. is perceived as a go-to brand for apparel and accessories that celebrate their lifestyle. Its clear pro-Second Amendment stance is a major draw. The playful name and feminine designs soften the politicized topic of gun ownership, making it accessible. Outside this niche, the brand could face controversy due to the polarizing nature of its subject matter.

Copy Examples

• •Confidence looks good on you. So does our new 'Liberty Belle' tee. Express your freedom in style and comfort. #ShootsNGiggles #2AWomen
• •Hand-crafted with strength and sparkle. Our 9mm Flower Pendant is a beautiful reminder that you are powerful. #BulletJewelry #GirlsWhoShoot
• •Sunday Gunday! What are you carrying today? Tag a sister in arms who inspires you. #WomenWhoCarry #ShootsAndGiggles
• •More than a hobby, it's a right. We're Shoots N Giggles Inc., and we make apparel for the unapologetically armed woman. Shop our collection now and wear your values. #SecondAmendment #ProGunWomen
• •Accessorize your freedom. From our 'Wings of Freedom' caps to our crystal gun bandanas, find the perfect piece to complete your look. #2AStyle #PatrioticFashion