Brand Tone

Authentic, Honest, Welcoming, Inclusive, Customer-Centric, Hospitable, Modern, Respectful, Confident, Trailblazing, Upbeat, Compelling

Brand Values

• •Quality Craftsmanship
• •Customer-First Mindset / Radical Hospitality
• •Authenticity
• •Inclusivity
• •Fair Pricing / Value
• •Integrity and Honesty
• •Community
• •Growth and Learning
• •Adventure and Fun

Best Practices

• •Embrace "Radical Hospitality" in Language: Use warm, welcoming, and approachable language. Make the customer feel valued and understood. Think "honest-to-goodness communication."
• •Speak Authentically, Avoid Clichés: While celebrating Western heritage, steer clear of overused "cowboy" tropes. Focus on the genuine spirit of independence, hard work, and connection.
• •Be Inclusive ("Y'all Means All"): Ensure copy resonates with a diverse audience, from traditional Western enthusiasts to newcomers. Highlight accessibility and the idea that the "West is wide open."
• •Balance Heritage with Modernity: Acknowledge the time-honored craftsmanship and materials while presenting the brand and products with a fresh, contemporary feel.
• •Maintain a Confident, Yet Humble Voice: Project confidence in the quality and value offered, but always ground it in customer benefit and a genuine desire to serve. Reflect the spirit of leading from the front with grit and vision, but always with kindness.

Social Perception

Positive for Quality and Value, Excellent Customer Service, Accessible and Modern Western, Strong Online Presence, Growing Brand Awareness

Copy Examples

• •Headline: Step Into Your West. Body: Quality craftsmanship, honest value, and a spirit as open as the plains. That's Tecovas. Find the pair that tells your story. #GoinTecovas
• •Headline: Y'all Means All. Seriously. Body: Whether you're a seasoned hand or trying on your first pair, you've got a place here. Experience true Western comfort and hospitality, from our door to yours. Welcome to Tecovas.
• •Headline: Built to Last. Priced Right. Body: We don't do shortcuts. Just 200-plus steps of handcrafted quality in every boot, brought directly to you. No confusing markups, just timeless style you can count on. That's the Tecovas promise.
• •Headline: Don't Just Wear Boots. Live Them. Body: The West isn't just a place, it's a feeling. It’s the courage to chase what matters. Pull on your Tecovas and go hard after it. Adventure awaits.
• •Headline: The Modern Frontier of Western Wear. Body: We honor the heritage, then reimagine it for today. Discover handcrafted boots and apparel that blend timeless tradition with a fresh perspective. This is Tecovas – Western, redefined.