Brand Tone

Respectful, traditional, and community-focused; formal and imbued with a sense of duty and heritage; creating an exclusive and proud feel; not aggressive in sales approach, appealing to belonging and support for the "Fusilier family."

Brand Values

• •Heritage and Tradition
• •Support and Community
• •Pride and Identity
• •Quality and Authenticity

Best Practices

• •Always Emphasize the "Why": Every piece of copy should not just sell a product, but also the reason behind the purchase supporting the regiment and its community. The charitable angle is a powerful motivator for this audience.
• •Use Inclusive Language: Continue using terms like "Fusilier family," "our shared heritage," and "your Regiment" to foster a sense of belonging and community.
• •Maintain a Respectful Tone: The tone should always be dignified and respectful of the military history and the sacrifices of the members of the regiment. Avoid overly casual slang or aggressive sales tactics.
• •Highlight Authenticity: Clearly state that the shop is the "official" source for merchandise. This builds trust and assures customers of the quality and accuracy of the items.
• •Tell Stories: Use social media and product descriptions to tell short stories about the history of the regiment or the significance of a particular item. This enriches the customer experience and reinforces brand values.

Social Perception

Largely positive within its niche community; seen as a reliable and official source for regimental merchandise; charitable aspect is a significant factor in positive perception; perceived as serving a specific and dedicated audience; valued resource for its community.

Copy Examples

• •Wear your history with pride. The official Regimental Tie is more than an accessory; it's a symbol of our shared heritage and unbreakable bond. Each purchase supports the Fusilier family. #Fusiliers #RegimentalPride
• •Meticulously crafted, this cap badge is an authentic piece of Fusilier identity. Made to be worn with distinction, it represents the honour and tradition of our Regiment. A percentage of this sale is donated to The Fusiliers Association.
• •Support The Regiment with Our Newest Arrivals
• •The Official Shop for all Fusiliers. Your purchase supports our serving soldiers, veterans, and their families.
• •From one generation to the next, the spirit of the Fusiliers endures. Our shop is dedicated to preserving that legacy. #FusilierFamily #LestWeForget