Brand Tone

confident, expert, and rugged

Brand Values

• •Ergonomics and Performance
• •Craftsmanship and Design Excellence
• •Durability and Reliability
• •Tactical Focus & Support for Service Members
• •Authenticity and Heritage
• •Value through Direct Engagement

Best Practices

• •Emphasize Expertise and Heritage: Consistently weave in Lance Abernathy's design philosophy, his background, and the brand's accolades to reinforce authority and authenticity.
• •Use Strong, Action-Oriented Language: Employ verbs and descriptors that convey toughness, reliability, and precision (e.g., 'engineered,' 'forged,' 'overbuilt,' 'relentless,' 'robust').
• •Highlight Material Quality and Construction: Be specific about the premium materials (S35VN, titanium, G10) and construction techniques (ergonomic pistol grip, frame lock) that differentiate the products.
• •Speak to the Core Audience: Address the needs and values of tactical professionals, outdoor enthusiasts, and serious EDC users who demand high performance and durability.
• •Maintain Visual and Textual Cohesion: Ensure that imagery used alongside copy (e.g., on the website, social media, ads) reflects the rugged, high-performance nature of the knives, creating a unified brand message.

Social Perception

Generally, Sniper Bladeworks is perceived positively by customers and knife enthusiasts. They are respected for their innovative designs, particularly the ergonomic handles, and the toughness of their knives. Customers appreciate the quality of materials and the 'overbuilt' nature of the products, often describing them as 'beasts' or 'tanks.' The brand's relaunch and Kickstarter campaigns have been met with enthusiasm, indicating a loyal following. Many reviews highlight the knives as reliable tools for everyday carry (EDC), outdoor activities, and tactical use.

Copy Examples

• •When failure isn't an option, the [Knife Model Name] delivers. Engineered by Lance Abernathy with our signature ergonomic grip and an S35VN blade, it’s not just a knife—it’s an extension of your will. Built for the toughest tasks, trusted by professionals.
• •Experience the Sniper Bladeworks difference: Award-winning design meets uncompromising durability. The LPC isn't just built; it's 'overbuilt' with aerospace materials for a reason. Ready for your everyday, exceptional for the extreme.
• •From the vision of a SWAT team leader to your hand. Sniper Bladeworks knives are forged from real-world experience, offering superior control and relentless performance. This is more than steel and G10—it's confidence, crafted.
• •The MAMU: A classic field knife, reimagined by Sniper Bladeworks. Black PVD coated for resilience, ergonomically designed for comfort during extended use. Whether it's the wild or the unexpected, be prepared.
• •Don't just own a knife, command a Sniper Bladeworks. Our commitment: premium materials, precision manufacturing, and a design that feels like it was made for you. Because it was.