Brand Tone

aspirational, passionate, and authoritative

Brand Values

• •Quality and Durability
• •Innovation
• •Passion for Fishing
• •Conservation and Stewardship
• •Authenticity (Angler-Driven)

Best Practices

• •Emphasize Quality and Performance: Consistently highlight the superior materials, construction, and durability of Simms products in all copy. Use strong, confident language that reflects the gear's reliability.
• •Speak the Angler's Language: Use terminology and references that resonate with experienced anglers while remaining accessible enough not to alienate newcomers. Show, don't just tell, the benefits of specific features in real fishing scenarios.
• •Inspire with Passion: Infuse copy with a genuine love for fishing. Use evocative descriptions of the angling experience and the connection to nature. The "Fish It Well" philosophy should be a common thread.
• •Maintain an Authoritative yet Approachable Voice: Position Simms as experts in fishing gear, but avoid overly technical jargon that could intimidate less experienced anglers. Foster a sense of community and shared passion.
• •Visually Align with Aspirational Imagery: Ensure that the copy complements the high-quality, often breathtaking imagery used in Simms' marketing. The words should enhance the visual story of adventure, skill, and the beauty of the fishing lifestyle.

Social Perception

Customers generally perceive Simms as a premium, high-quality brand offering reliable and durable fishing gear, especially their waders. They are seen as a leader in the fly-fishing industry and a trusted name among serious anglers and professional guides.

Copy Examples

• •Headline: Beyond the Catch. Beyond Compare. Simms. Body: For those who live by the rhythm of the cast and the wisdom of the water. Our gear isn't just made, it's crafted – for every sunrise, every current, every challenge. Fish harder. Go farther. #FishItWell #SimmsFishing
• •Headline: Engineered for the Obsessed. Built for the Wild. Body: From alpine streams to saltwater flats, your pursuit demands gear that doesn’t flinch. With decades of innovation sewn into every stitch, Simms empowers your passion. Discover the difference dedication makes. #SimmsBuilt #AnglerDriven
• •Headline: The Only Waders You'll Ever Need. (Until Your Next Adventure Calls). Body: Handcrafted in Bozeman, Montana, our GORE-TEX waders are legendary for a reason. Uncompromising durability, breathable comfort, and the promise of countless days on the water. Invest in your passion. #SimmsWaders #MadeInTheUSA #FlyFishing
• •Headline: More Than Gear. It's Your Connection to the Water. Body: We believe in the power of fishing to restore, to challenge, and to inspire. That's why we build products that enhance every moment, allowing you to fully immerse yourself in the experience. Join the Simms community. #InspireTheWorldToFish #SimmsCommunity
• •Headline: For a Life Well Fished. Body: Every cast is a story. Every day on the water, a memory. Simms provides the unwavering reliability you need, so you can focus on what truly matters. What will your next chapter be? #Simms #FishingLifestyle #AdventureReady