Brand Tone

untrustworthy, deceptive, and illegitimate

Brand Values

• •deception
• •anonymity
• •disregard for the customer

Best Practices

• •Prioritize Authenticity and Transparency: Clearly state where products are made, the materials used, and the story behind the brand. Avoid contradictory messages and be honest in all communications.
• •Establish a Clear "Why": Go beyond just selling products. Define a mission—whether it's supporting outdoor conservation, celebrating a rugged lifestyle, or providing reliable gear for professionals—and weave this "why" into all copy.
• •Focus on "Show, Don't Tell": Instead of saying a product is "high-quality," describe the features that make it so (e.g., "YKK zippers," "triple-stitched seams," "300gsm cotton canvas"). This builds credibility and trust.
• •Develop a Consistent Voice: Decide if the brand is rugged and tough, technical and precise, or aspirational and adventurous. Maintain this voice across the website, product descriptions, social media, and customer service interactions.
• •Engage with Your Community: Actively build a social media presence on relevant platforms. Respond to comments, feature user-generated content, and foster a community around the brand's values. A lack of social presence is a major indicator of a fraudulent company.

Social Perception

overwhelmingly negative and views the brand as a scam

Copy Examples

• •Engineered for the Unforgiving. Gear That Works as Hard as You Do. Built with Ripstop Fabric and Reinforced Seams for Maximum Durability.
• •The ultimate fusion of function and resilience. Our Atlas Tactical Pant is crafted from a lightweight, breathable cotton-poly blend that moves with you. Featuring 10 strategically placed pockets for all your essential gear, a water-repellent finish, and a gusseted crotch for unrestricted movement. From the trail to the job site, be prepared for anything.
• •We started not in a boardroom, but on the trails and in the workshop. We're a team of designers and outdoor enthusiasts dedicated to creating honest, hard-wearing apparel without the markup. Every stitch has a purpose, every material is chosen for its performance, and every product is backed by our commitment to quality and the community we serve.
• •Weekend forecast: 100% chance of adventure. Our Trailblazer Cargo Pants are equipped for whatever you throw at them. Show us where you're taking your gear! #GearUp #OutdoorLife #TacticalGear
• •A First Look at Our New All-Weather Collection.