Brand Tone

Proud & Reverent, Confident & Assuring, Respectful & Honorable, Direct & Informative, Inspiring & Aspirational

Brand Values

• •Tenacity & Resilience
• •Heritage & Tradition
• •Quality & Durability
• •Pride & Service
• •Community & Support
• •Authenticity
• •Excellence

Best Practices

• •Maintain a Core Lexicon: Consistently use words and phrases that align with the brand's values: tenacity, resilience, heritage, service, strength, honor, unyielding, dedication, submariner, excellence.
• •Storytelling is Key: Always weave in the brand's origin story and its connection to the US Submarine Force. This reinforces authenticity and emotional connection. Whether it's an About Us page, a social media post, or even product descriptions, the narrative should be present.
• •Focus on the "Why": Beyond features (which are important), emphasize the meaning and purpose behind the watches. They are symbols of service, pride, and resilience. Communicate the charitable aspect consistently.
• •Visual Consistency: Ensure that imagery (photography, videography) aligns with the tone – strong, clean, respectful, and often highlighting the watch in contexts that evoke its core values (e.g., professional settings, with subtle nods to naval elements, or showcasing durability).
• •Audience-Centric Language: While the brand has a specific origin, speak to the broader values of tenacity and strength that appeal to a wider audience, while always respecting and prioritizing the core submariner community. Use language that is inclusive yet acknowledges the unique heritage.

Social Perception

Highly Respected within its Niche, Seen as High Quality & Durable, Trusted Brand, Good Value for Money, A Brand with a Clear Purpose

Copy Examples

• •Headline: Forged in Service. Worn with Pride. Body: Tenacity Watches: Built by submariners, for heroes. Each timepiece is a tribute to the unwavering spirit of the deep. Discover the collection that honors your legacy.
• •Headline: Beyond Timekeeping: A Symbol of Strength. Body: Your Tenacity watch isn't just about hours and minutes. It's about the resilience learned, the challenges overcome, and the silent strength within. Engineered for endurance.
• •Headline: The MidWatch: Vigilance You Can Wear. Body: Inspired by those who stand guard through the silent hours. The MidWatch Collection features flawless automatic movement, 100m water resistance, and a design as steadfast as your dedication.
• •Headline: Excellence Deserves Excellence. Body: Crafted with precision from 316L stainless steel and sapphire crystal, Tenacity Watches are built to endure. Because those who give their all deserve nothing less. A portion of every purchase supports the Dolphin Scholarship Foundation.
• •Headline: Carry Your Story. Wear Your Tenacity. Body: More than a watch, it's a piece of your journey. From active duty to cherished memories, a Tenacity watch is a constant companion, reflecting the unwavering spirit that defines you.