Brand Tone

Authentic, Traditional, Proudly American, Quality-focused, Personal/Approachable, Slightly Rustic/Rugged

Brand Values

• •Craftsmanship
• •Quality
• •Durability
• •American Made
• •Heritage/Tradition
• •Authenticity

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (e.g., authentic, traditional, proud), including a list of "do" and "don't" words/phrases. Share this with anyone creating content.
• •Focus on Storytelling: Weave the narrative of American craftsmanship, quality materials, and the "handmade" aspect into product descriptions, social media, and blog posts. Share the "why" behind the brand.
• •Use Consistent Terminology: Refer to materials, processes, and brand values using the same language across all platforms (e.g., always "full-grain leather," "American-made," "handcrafted").
• •Emphasize Benefits Through Values: Instead of just listing features, connect them to the brand's values. For example, "Our full-grain leather (quality) means this belt will last you years, becoming a trusted companion (durability, authenticity)."
• •Review and Refine: Regularly audit your website copy, social media posts, and marketing materials to ensure they align with the defined brand tone and values. Get feedback and make adjustments as needed.

Social Perception

Reliable, high-quality artisan brand that values American manufacturing and traditional craftsmanship.

Copy Examples

• •Headline: Built by Hand. Crafted for Life. Our American-Made Leather. Body: Forget fleeting trends. At John Boy, we pour our pride into every stitch, crafting timeless leather goods right here in the USA. Feel the difference tradition makes.
• •Product Description Snippet (for a wallet): The Journeyman Wallet: More than just a place for your cards and cash, it’s a testament to American craftsmanship. Hewn from rich, full-grain leather that only gets better with age, this wallet is built to accompany you on every adventure, big or small.
• •Social Media Post Idea: From our workshop to your hands. Each John Boy piece starts with the finest American-sourced leather and a commitment to quality that’s generations deep. What will your John Boy story be? #HandmadeInUSA #LeatherGoods #AmericanCrafted #JohnBoyLeather
• •Email Subject Line: Durable Goods, American Roots: Discover John Boy. Body Intro: Tired of the throwaway? We believe in products that endure. Explore our collection of handcrafted leather essentials, all proudly made in the USA with a dedication to quality you can feel.
• •About Us Page Excerpt: We’re not about assembly lines; we’re about artistry. John Boy was born from a simple idea: to create honest, durable leather goods the old-fashioned way. Using time-honored techniques and the best American materials, we craft pieces designed to be a trusted part of your everyday.