Brand Tone

Authentic & Traditional, Adventurous & Rugged, Relatable & Inclusive, Passionate, Slightly Patriotic

Brand Values

• •Love for the Outdoors & Adventure
• •Quality & Performance
• •Value
• •Authenticity & Tradition
• •Conservation
• •Community/Tribe
• •American Heritage

Best Practices

• •Emphasize Heritage and Authenticity: Regularly weave in the brand's long-standing connection to the outdoors (TV show, 30+ years of outfitting) and its commitment to genuine outdoor experiences. Use language that speaks to tradition and timelessness.
• •Use Strong, Evocative Outdoor Imagery: Employ descriptive language that paints a picture of adventure, exploration, and the beauty of nature. Words like "rugged," "untamed," "trailblazer," and "expedition" can reinforce the brand's adventurous spirit.
• •Maintain a Relatable and Inclusive Voice: While celebrating the expert outdoorsman, ensure the language is welcoming to newcomers and those who simply appreciate the outdoor lifestyle. Avoid overly technical jargon unless explaining specific gear benefits clearly.
• •Highlight Quality, Durability, and Value: Consistently mention the functional benefits, lasting performance, and fair pricing of the products, as these are key aspects of the brand's promise and customer perception.
• •Subtly Weave in Patriotism and Conservation: Connect the brand to the American landscape and the importance of preserving it. This resonates with the name and the stated mission of supporting conservation efforts.

Social Perception

Positive Customer Feedback, Trusted Resource (TV Show Legacy), Focus on Functionality and Style, Emerging Apparel Brand with Potential, Association with Hunting

Copy Examples

• •Headline: Forge Your Own Trail. Body: For over 30 years, The American Outdoorsman has equipped those who hear the call of the wild. Our gear is built with an unwavering commitment to quality and the adventurous spirit that defines our nation. Gear up, get out, and write your own story in the great American landscape.
• •Headline: The Wild Awaits. Answer It. Body: From sun-drenched fishing days to crisp mornings in the hunt, The American Outdoorsman delivers performance you can trust and comfort that lasts. We believe the journey is the reward. Experience it with gear that’s as resilient as you are.
• •Headline: Authentic Gear for Real Adventures. Body: We're not about fleeting trends. We’re about timeless durability and the shared traditions of the American outdoor experience. Join The American Outdoorsman tribe – where passion for nature meets gear crafted for generations.
• •Headline: Born to Roam? We’ve Got You Covered. Body: The American Outdoorsman understands the soul that yearns for open skies and untamed paths. Our apparel is designed for every explorer, blending rugged functionality with a style that’s at home wherever your adventure takes you. Quality gear, exceptional value – that's our promise.
• •Headline: More Than Apparel, It’s a Legacy. Body: Inspired by the trailblazers and committed to conserving the lands we love, The American Outdoorsman is dedicated to outfitting your every expedition. Feel the difference that quality craftsmanship and a heritage of outdoor passion make.