Brand Tone

Rugged, humorous, unapologetically authentic, down-to-earth, relatable, cheeky, rebellious, bold, and wholesome with a family-oriented voice.

Brand Values

• •Grit and Resilience
• •Canadian Identity
• •Community and Family
• •Authenticity
• •Affordable Quality

Best Practices

• •Speak from the 'We': Use a collective and inclusive voice. Write as if you are part of the same club as your customer, using 'we' and 'our' to foster a sense of shared identity and community.
• •Balance the Edge with Heart: Successfully mix cheeky, rebellious slogans with messages of hard work, family, and perseverance. Know when to deploy humor ('Saddle Up Sugar Tits') and when to lean into core values ('All Grit, No Quit').
• •Embrace Authentic, Gritty Language: Use strong, active verbs and down-to-earth descriptions. Talk about the 'daily grind,' 'hard earned dollar,' and the real-life resilience required in a rural or equestrian lifestyle.
• •Anchor in Canadian Roots: Subtly reinforce the brand's Canadian identity through specific references, national pride, and the 'for us, by us' mentality, which resonates with the target audience.
• •Tell the Story Behind the Product: Frame apparel not just as items to be worn, but as extensions of a lifestyle. Connect each piece to the values of grit, authenticity, and community, turning a hoodie into a statement of identity.

Social Perception

Overwhelmingly positive; customers praise quality, fit, comfort, and edgy/humorous designs. High customer service satisfaction, leading to a loyal following who identify with brand values.

Copy Examples

• •The daily grind doesn’t punch a clock. Our apparel is built for the early mornings, the late nights, and all the tough stuff in between. Built with grit, for those who have it. #BeRanchy
• •For the Canadian outdoor life. From the barn to the backcountry, we've got you covered in quality and comfort. Designed by us, for us. #RanchyCanadian
• •Our 'Off Doin' Ranchy Shit' tee. Because you're not just 'at the barn,' you're making things happen. This unisex tee is for the adventurers who get things done and have a little fun doing it. #RanchyShit
• •It's more than a brand, it's a culture. Outfit your entire herd, from the seasoned pros to the cowpokes, in gear that says you're part of the Ranchy community. #StayRanchy
• •New drop alert. For those who aren't afraid to stand out and show their curves. Our latest collection is designed to fit in all the right places and make a statement. Embrace the boldness of Ranchy. #NewCollection