Brand Tone

adventurous, laid-back, and slightly irreverent

Brand Values

• •Adventure and Fun
• •Community
• •Authenticity
• •Living Fully

Best Practices

• •Speak the Language of the Lake: Use colloquialisms and terms that resonate with boaters (e.g., "wake," "no-wake zone," "raft-up," "dockside"). This shows authenticity and connects with the core audience.
• •Embrace "Dirty" as a Positive: Consistently frame the "Dirty" in the brand name as a metaphor for active, unfiltered fun and adventure. It essentially about getting your hands dirty and living an experience, not about being unkempt.
• •Prioritize User-Generated Content: Continue to feature real customers in real-life settings. This is more powerful than using professional models and reinforces the brand es community value. When posting, always credit the user to foster a two-way relationship.
• •Keep it Casual and Confident: The brand es voice is like a trusted friend on the boat. It should be easygoing, direct, and confident. Avoid overly corporate or formal language. Use humor and a slightly irreverent tone where appropriate.
• •Anchor the Brand to its Roots: Regularly reference the Lake of the Ozarks. This provides a strong sense of place and authenticity, even when marketing to a national audience. It tells a story of a brand that is genuine and born from a specific lifestyle.

Social Perception

The Dirty Tuna is perceived as a genuine lifestyle brand that is deeply integrated into the Lake of the Ozarks boating culture. Customers appear to view the apparel as a badge of identity, signifying their membership in this community. The frequent sharing of user photos on social media indicates that customers are proud to be associated with the brand. The overall perception is positive, portraying The Dirty Tuna as a fun, relatable, and authentic outfitter for lake enthusiasts.

Copy Examples

• •Official Uniform of the Unofficial Boat Captain. You're the master of the wake and the ruler of the raft-up. Look the part. Our new Dirty Captain Tee is made for long days in the sun and even longer nights by the water. Grab yours and get back to the helm. #Ilikeitdirty
• •This is what we mean by "Living Life Dirty." Big waves, good friends, and the perfect gear for the memories you'll be washing off on Monday. Thanks for sharing, [tag user]! Want to be featured? Tag us in your Dirty Tuna adventures.
• •Get Dirty. Stay Patriotic. From the boat parade to the fireworks on the dock, we've got the gear to make this the best 4th on the lake yet. Shop our Red, White, and Blue collection now and get 20% off. Because freedom means living life dirty.
• •The Dirty Tuna wasn't born in a boardroom. It was born on a boat, somewhere on the Lake of the Ozarks, with friends who believed the best days are the ones that leave you a little sun-kissed, a little tired, and a little dirty. We make apparel for those days. For the early morning fishing trips, the midday tubing sessions, and the sunset cruises that turn into nights. This isn't just clothing; it's a part of the boat life. Welcome aboard.
• •What's your favorite way to 'Live Life Dirty' at the lake? Options: 1) Full-throttle cruising 2) Anchored & chilling. (Follow-up slide): Either way, you're doing it right. Gear up for your next adventure at the link in bio!