Brand Tone

Professional and Empowering

Brand Values

• •Safety
• •Innovation
• •Durability & Quality
• •Convenience

Best Practices

• •Always lead with safety. Whether it's a social media post or a product description, the primary message should revolve around protection and certified safety.
• •Use authoritative language. Employ strong, confident verbs and specific, technical terms where appropriate (e.g., "impact-dispersing," "exceeds ASTM criteria"). This reinforces expertise and builds trust.
• •Highlight innovation. Frame products not just as safety gear, but as advanced solutions. Use words like "engineered," "revolutionary," and "advanced design" to communicate the brand's commitment to cutting-edge technology.
• •Speak to the professional. Address the audience as skilled experts in their field. The copy should empower them, acknowledging the demanding nature of their work and offering a product that helps them excel safely.
• •Maintain a consistent visual language. Ensure that all copy is paired with high-quality, professional imagery and video that reflects the brand's values—clean shots that demonstrate the product's durability, protective features, and modern design in realistic work environments.

Social Perception

Reliable and Specialized

Copy Examples

• •Your shift is tough. Your footwear should be tougher. Introducing the new STLFLX™ Nitro—certified protection with the soul of a sneaker. Work smarter, not harder. #STLFLX #SafetyNeverStops #WorkWear
• •Engineered for the Unforgiving. Our boots are tested against acid, slag, and extreme impact, so you can focus on the job, not your feet. [Shop Now]
• •Welders, we've got you covered. The MetGUARDZ™ protector shields your feet and prolongs the life of your boots from sparks and splatter. An essential upgrade for an essential job. #STLFLX #WeldingSafety #PPE
• •At STLFLX™, we believe that true productivity comes from confidence in your safety. That’s why we engineer protective gear that meets and exceeds industry standards, empowering professionals to build, create, and innovate without compromise. #WorkplaceSafety #Innovation #Protection
• •Don't just take our word for it. 'The most comfortable and reliable safety shoes I've ever owned.' - David R., Manufacturing Foreman. Experience the STLFLX™ difference today and get 15% off your first order.