Brand Tone

Authentic & Down-to-Earth, Community-Oriented, Enthusiastic & Passionate, Slightly Edgy/Outlaw, Helpful & Informative, Humorous/Playful

Brand Values

• •Appreciation & Support: Particularly for military service members, past and present. This is a foundational aspect of the brand. Also extends to student-athletes and hearing preservation.
• •Authenticity & Doing Good: "Stonejoy is mindful appreciation and good courage." The ambition "to do something cool" for veterans.
• •Community & Connection: Fostering a "stonejaxlife" lifestyle, connecting through shared interests like music, food, and unique slogans ("Chief Names").
• •Quality & Craft: Evident in the description of their seasoning ("blended in limited edition, craft batches") and apparel.
• •Heritage & Story: Referencing the Grateful Dead song, the history of the seasoning recipe, and the artistic contributions of Maria Contreras Morris.
• •Liberty & Good Times: Mentioned in the context of their early SWAG products.
• •Preservation & Optimization: Listed as explicit values on their "About" page, alongside Appreciation and Geography. The "Hearing is Fun" initiative strongly aligns with Preservation.

Best Practices

• •Embrace Authenticity: Always communicate genuinely. Share real stories, whether it's about the seasoning's heritage, the inspiration behind an apparel design, or the community initiatives. Avoid overly corporate or generic language.
• •Highlight Core Values: Regularly weave in the brand's foundational values: appreciation (especially for veterans), community, authenticity, and "good courage." This reinforces what STONEJAX stands for beyond its products.
• •Speak the "StonejaxLife" Language: Use established brand terms like "StonejaxLife," "Stonejoy," and "Chief Names" consistently to foster a sense of belonging and shared identity among your audience.
• •Balance the Edge with Inclusivity: While "outlaw" and "rebellious" elements are part of some product lines, ensure the overall brand voice remains welcoming and community-focused, reflecting the broader product range and values like military appreciation.
• •Be Consistent Across Platforms, Adapt the Format: While the core tone should remain the same, tailor the message delivery to the specific platform. For instance, TikTok and Instagram might use more visuals and shorter, punchier text, while a blog post or "About Us" section can delve deeper into stories and values. Ensure the @stonejaxlife handle is used consistently.

Social Perception

Cultivates a niche following, particularly around its seasoning, the "Stonejax O'Clock" radio show, and its support for veterans. The connection to `hearingisfun.com` might be perceived as a unique, socially conscious collaboration, adding a layer of responsibility to the brand image. The diverse product range (seasoning, apparel, axes) might make it slightly challenging for new audiences to immediately grasp the core identity, but the underlying values of appreciation and community seem to be the connecting thread. The apparel, particularly lines like "Outlaw Universe" and "Feral Apparel," likely appeals to individuals seeking a more rebellious or edgy style, while other apparel featuring "Art With Words" might attract those who appreciate unique artistic designs.

Copy Examples

• •More than just a spice. STONEJAX Seasoning is a three-generation recipe for bringing folks together. Crafted in small batches for flavor that’s as real as the stories shared around your table. Taste the tradition. #StonejaxLife #GoodFoodGoodTimes
• •Live by your own rules. The STONEJAX Outlaw Universe T-Shirt isn't just clothing, it's a statement. For the rebels, the free spirits, the ones who carve their own path. Wear your story. #OutlawUniverse #StonejaxApparel #RebelSpirit
• •Your Name. Your Vibe. Your Tee. With STONEJAX Chief Names, wear what defines you. Register your unique slogan and join a community that values individuality. What's your Chief Name? #StonejaxChiefNames #WearYourStory #Community
• •From the heart of Oregon, STONEJAX is about good flavor, good folks, and good courage. Whether it's our all-purpose seasoning, unique apparel, or just sharing the tunes on Stonejax O'Clock, we're here to appreciate the good things in life – especially those who serve. Join the #StonejaxLife. [Link in Bio]
• •Turn up the good, protect the essential. STONEJAX is proud to sponsor Hearing is Fun, promoting hearing preservation for all. Because life’s best moments are worth hearing clearly. Learn more and support the cause. #StonejaxSupports #HearingIsFun #GoodCourage