Brand Tone

Authoritative and expert, passionate and "warrior-like", direct and no-nonsense, inspirational and resilient.

Brand Values

• •Integrity and Transparency: Commitment to clean, high-quality, and organic inputs, emphasizing rigorous testing and transparency about ingredients.
• •Performance and Results: Promise of superior results, focusing on achieving record yields and creating a final product you can "see, smell, and taste."
• •Expertise and Education: Commitment to educating growers through detailed videos and podcasts, empowering them to become better cultivators.
• •Regenerative and Biological Farming: Championing a philosophy of working with nature, advocating for "living soil," probiotics, and biological processes.
• •Authenticity: Built around the real personality and journey of its founder, Patrick King, including his past struggles and evolution.

Best Practices

• •Lead with Expertise: Always frame the narrative around the brand's deep experience. Use phrases like "After 20 years in the dirt..." or "We learned the hard way so you don't have to."
• •Speak the Grower's Language: Use industry-specific terms like "no-till," "living soil," "terpenes," and "mycelium" correctly and confidently to show you are part of the community, not just selling to it.
• •Adopt the "Warrior" Mentality: Use strong, confident, and passionate language. Position the brand as a champion for clean agriculture and a fighter against low-quality, mass-market products.
• •Focus on Tangible Results: Connect every feature to a benefit. Don't just say "high-quality inputs"; say "clean inputs tested for heavy metals to deliver a final product that's pure and potent."
• •Channel the Founder's Voice: Keep the copy direct, authentic, and educational. Write as if Patrick King is speaking directly to the grower, sharing insider knowledge with a peer.

Social Perception

Trusted Expert: Highly knowledgeable and trustworthy source of information and products. High-Quality and Premium: Products seen as exceptional quality, justifying a premium price. Personality-Driven: Brand inseparable from its founder; customers buy into Patrick King's philosophy and expertise. Niche and Specialized: Primarily perceived as a go-to for high-value crops, especially cannabis.

Copy Examples

• •Mediocre harvests are a choice. Stop gambling on cheap soil and start guaranteeing your results. Our Big Rootz® is built on 20 years of expertise, not marketing tricks.
• •We don't use nitralized sawdust. Why? Because it's a cheap trick that kills the life in your soil. We build our Big Rootz® with pumice, organic compost, and high-quality castings—a living ecosystem designed for structure, strength, and superior yields. Learn the difference. #TheSoilKing #LivingSoil #NoShortcuts
• •Built By Our Mistakes. Perfected For Your Grow.
• •This isn't just a bag of soil; it's the foundation of your legacy. Every batch of Big Rootz® is formulated and tested with the integrity of a grower who's been where you are. We chose pumice over perlite for microbial life, source the cleanest inputs, and obsess over consistency so you get one thing: results you can see, smell, and taste.
• •The 3 Soil Lies Killing Your Yields (And What We Do Differently)