Brand Tone

Passionate, Knowledgeable, Friendly, Authentic, Community-Focused

Brand Values

• •Passion for Fishing
• •Expertise & Knowledge Sharing
• •Customer Service
• •Quality Products
• •Community Building
• •Local & Independent

Best Practices

• •Speak from Experience: Always ground product descriptions and advice in genuine fishing knowledge and, where possible, personal experiences from the TackleWest team. Use phrases like "We've tested this..." or "Our go-to for..."
• •Maintain an Enthusiastic and Passionate Voice: Let the genuine love for fishing shine through. Use energetic language and share the excitement of the sport. Avoid overly formal or dry corporate speak.
• •Be a Helpful Expert, Not a Know-It-All: Offer advice and share knowledge in a friendly, approachable way. Encourage questions and interaction. Focus on empowering fellow anglers.
• •Highlight Local Connection and Community: Reference WA fishing spots, conditions, and the local angling community where appropriate. Reinforce that TackleWest is run by local fishos for local fishos (and the wider Aussie fishing community online).
• •Use "Angler-to-Angler" Language: Employ common fishing terminology naturally. Keep the language authentic to how anglers communicate, fostering a sense of shared identity and understanding. Incorporate storytelling about fishing adventures when relevant.

Social Perception

Highly Regarded for Expertise, Reliable Retailer, Passionate Anglers Serving Anglers, Go-To Source for Quality Gear, Engaging Content Creators

Copy Examples

• •Homepage Banner: "Gear Up, Get Out, Get Hooked! At TackleWest, we're more than a shop – we're your passionate local fishing experts. Explore gear we use and trust, and let's help you land your next PB!"
• •Product Description (New Lure): "Just landed and already causing a stir! 🔥 The [Lure Name] is an absolute game-changer for [Target Species]. Our own Luke Ryan put it to the test last weekend and the results were epic (check out the footage on TackleWest TV!). Don't just take our word for it, feel the difference quality gear makes. Ready to make those reels scream?"
• •Social Media Post (Tip Tuesday): "Tuesday Tip from the TackleWest Crew! Struggling with [Common Fishing Problem]? Hon-Su from our Beckenham store swears by this: [Quick Tip]. It’s a small tweak that makes a big difference on the water. Got a question for our experts? Drop it in the comments or hit up 'Ask Luke' on our site! #TackleWestTips #FishingWA #AskAnAngler"
• •Email Newsletter Subject: "NEW Arrivals + Luke's Top Picks for [Seasonal Fish/Location]! Email Body Snippet: Hey [Customer Name], The fish are biting and we've got the freshest gear to help you make the most of it! This week, we're stoked to unpack the latest from [Brand], plus Luke shares his tried-and-tested setup for targeting [Seasonal Fish] down at [Local Fishing Spot]. Because at TackleWest, we don't just sell tackle – we live the fishing life, right alongside you."
• •"About Us" Snippet: "We're not just another tackle shop. TackleWest is run by a crew of young, die-hard WA anglers who pour their heart and soul into fishing. Our mission? To share that passion, offer genuine advice backed by hours on the water, and stock the gear that *actually* helps you catch more fish. Come say g'day in-store or explore our online hub – let's talk tackle!"