Brand Tone

Confident & Knowledgeable, Authentic & Approachable, Eclectic & Rebellious (understated), Masculine & Rugged (with refinement), Nostalgic & Story-Driven

Brand Values

• •Quality & Craftsmanship
• •Timeless Style
• •Authenticity & Heritage
• •Curated Selection
• •Individuality & Self-Expression
• •Community & Inclusivity (broadened definition of "gentleman")
• •Social Responsibility (occasional)

Best Practices

• •Embrace the "Modern Gentleman" Ethos: Consistently reflect the blend of ruggedness, refinement, respect, and rebellion in your language. Use storytelling that evokes icons like McQueen or Willie Nelson.
• •Highlight Quality & Longevity: Emphasize craftsmanship, durability, and the timeless nature of products over fleeting trends. Use phrases like "built to last," "heritage quality," "enduring style."
• •Maintain an Authentic, Confident Voice: Be knowledgeable and passionate, but avoid overly technical jargon or a pretentious tone. Speak directly and honestly, like a trusted outfitter.
• •Tell Stories, Don't Just List Features: Connect products to a lifestyle, an attitude, or a sense of history. Explain the "why" behind a product's inclusion in the STAG collection.
• •Keep it Visually and Verbally Cohesive: Ensure the copy style complements the brand's visual identity (which often includes vintage and Americana elements). Use hashtags that reinforce brand values and product categories (e.g., #STAGProvisions, #ModernGentleman, #AmericanVintage, #BuiltToLast, #CuratedMenswear).

Social Perception

Respected Retailer, Destination Shop, Stylish & Cool, Quality-Focused, Good Customer Service (generally), Price Point

Copy Examples

• •Headline: Enduring Style. Built For Your Story. Body: At STAG, we handpick goods that are made to last, not just for a season, but for a lifetime. Discover pieces with character, as unique as your own journey. #STAGProvisions #TimelessStyle
• •Headline: The Modern Gentleman's Toolkit. Body: From rugged essentials to refined classics, STAG outfits the man who carves his own path. Explore our latest arrivals – quality provisions for a life well-lived. Visit us in-store or online. #ModernGentleman #CuratedGoods
• •Headline: More Than Just Clothes. It's A Point Of View. Body: We believe style is personal. That's why we mix the old with the new, the iconic with the unexpected. Find items that speak to you at STAG. #AuthenticStyle #STAGLife
• •Headline: Vintage Soul. Modern Spirit. Body: Inspired by legends, curated for today. Our collection blends heritage craftsmanship with contemporary design. Because true style is ageless. Shop STAG. #HeritageInspired #QualityCraftsmanship
• •Headline: Provisions For The Road Ahead. Body: Life’s an adventure. We’ve got the gear. Durable, dependable, and damn good-looking. STAG Provisions – for wherever life takes you. #BuiltToLast #AdventureReady