Brand Tone

Professional and transactional, with an aspirational 'Rugged Professional' undertone reflecting reliability, strength, and toughness.

Brand Values

• •Safety & Protection
• •Durability & Reliability
• •Professionalism & Quality
• •Efficiency

Best Practices

• •Define and Document Your Brand Voice: Create a simple guide that defines the brand's personality (e.g., "Rugged Professional," "Supportive Expert"). Include a list of "words we use" (e.g., durable, reliable, tough, professional) and "words we avoid" (e.g., cheap, flimsy, cute). This ensures everyone writing for the brand is consistent.
• •Unify the Brand Presence: Decide on a unified strategy for the UK and French markets. Either merge the social media accounts under one global brand or create a distinct, active, and localized strategy for each. The current fragmentation weakens the brand.
• •Tell a Story, Don't Just List Products: Use social media and website blogs to tell stories. Feature the professionals who use the gear. Show the products in action in real work environments. This builds an emotional connection beyond the transaction.
• •Focus on "Why," Not Just "What": The "what" is a safety jacket. The "why" is the peace of mind it gives a worker and their family. Frame copywriting around the benefits and values (safety, reliability) rather than just the features (polyester, pocket count).
• •Engage with Your Community: Actively respond to comments and questions on social media in the defined brand voice. Ask questions to encourage engagement (e.g., "What's the one tool you can't live without on the job?"). This transforms the brand from a silent retailer into an active participant in the professional community.

Social Perception

Largely unknown due to low visibility and minimal engagement, leading to a fragmented identity between different regional presences. Customers primarily perceive it as a transactional workwear shop, rather than a brand with a unique identity, though perception of the products sold is neutral-to-positive.

Copy Examples

• •Your Day is Hard. Your Boots Should Be Harder. Unshakeable protection for the toughest jobs. Shop our professional-grade safety footwear.
• •The job doesn't wait for the sun. Our high-visibility gear ensures you're seen and safe, from the first light to the final hour. #StrongWork #BuiltToLast #SafetyFirst
• •Don't Let Your Gear Quit Before You Do. From site to workshop, you give 100%. You deserve workwear that does the same. Strong Work delivers durable, reliable gear that works as hard as you do. Get 10% off your first order.
• •The Ultimate All-Day Work Trouser. More than just a pair of trousers—this is your daily toolkit. With reinforced knee-pad pockets, triple-stitched seams, and material that moves with you, it’s engineered for performance and built to endure. Because the best work requires the best equipment.
• •Gear Up for the Week Ahead | New Arrivals from Helly Hansen