Brand Tone

Empowering, Professional, and Supportive

Brand Values

• •Safety and Compliance
• •Inclusivity and Empowerment
• •Quality and Durability
• •Comfort and Fit
• •Authenticity

Best Practices

• •Speak from Experience: Always write from the perspective of "we understand because we've been there." Use language that reflects a shared experience of working in demanding, often male-dominated, environments.
• •Lead with Safety, Follow with Comfort and Style: Every piece of copy should first reinforce the non-negotiable aspect of safety and compliance (CSA/ASTM certified). Then, highlight the benefits of comfort, fit, and style that make the brand unique.
• •Use Empowering, Not Patronizing, Language: Address the audience as skilled professionals. Avoid clichés or stereotypes. The tone should be one of solidarity and respect, not of simply marketing a "women's version" of a product.
• •Highlight the "Why," Not Just the "What": Instead of just listing "composite toe," explain *why* it's better: "Lighter weight to reduce fatigue" and "doesn't transfer cold in icy conditions." Connect every feature to a tangible benefit for the worker.
• •Showcase the Community: Use testimonials, user-generated content, and spotlights on women in the trades. This reinforces the brand's authenticity and supportive values, making customers feel like part of a movement, not just a market segment.

Social Perception

The public perception of Tiga Workwear is overwhelmingly positive within its niche. Customers see the brand as a much-needed solution to a long-standing problem. The boots are perceived as sturdy, well-made, and comfortable with minimal break-in time required. Being founded by women who have worked in the industry lends the brand significant credibility, fostering trust. The unique, non-stereotypical colors are a major selling point, allowing for personal expression while maintaining a professional look. Through its messaging and partnerships, Tiga is seen as a supportive part of the "women in trades" community, not just a company selling to them.

Copy Examples

• •Your Work Doesn't Compromise. Neither Should Your Boots. Designed for a woman's foot. Built for the toughest jobs. Tiga Workwear delivers CSA-approved safety and all-day comfort, without compromise. It’s time to upgrade from men’s boots. #WomenInTrades #TigaWorkwear #SafetyFirst
• •Engineered for Women. Trusted on Site. The safety boot you’ve been waiting for is here.
• •Outfitting the Future of Industry. A significant portion of today's skilled workforce is female, yet proper-fitting safety equipment continues to lag behind. Tiga Workwear was founded to close that gap. We partner with companies to provide CSA-approved safety boots engineered specifically for their female employees, enhancing safety, comfort, and performance on site. Learn more about our corporate program. #WorkplaceSafety #Inclusivity #SkilledTrades
• •Lighter Than Steel. Stronger Than Excuses. Still thinking it over? Our metal-free composite toe boots are CSA-approved, lighter than steel, and won't transfer the cold. Experience the Tiga difference with our 14-day return policy.
• •A Boot That Finally Fits. And Works as Hard as You Do.