Brand Tone

bold, rugged, and unapologetically proud blue-collar

Brand Values

• •Hard Work and Craftsmanship
• •Authenticity and Pride
• •Durability and Quality
• •Community and Support
• •Resilience

Best Practices

• •Know Your Audience: Speak their language. Use terms and references that resonate with the blue-collar community. Avoid overly corporate or academic jargon.
• •Embrace Authenticity: Be genuine and straightforward. The tone is rugged and real, so avoid anything that feels overly polished or insincere.
• •Highlight Core Values: Consistently weave in themes of hard work, pride, durability, community, and resilience into your messaging.
• •Use Taglines and Hashtags: Reinforce brand identity by consistently using key phrases like "Dirty Hands Clean Money" and relevant hashtags like #SupportBlueCollar, #TrollCo, #DHCM.
• •Maintain a Confident and Bold Voice: Project strength and pride. The brand is unapologetic and stands firm in its identity.

Social Perception

generally perceived positively by its target audience as a brand that "gets them."

Copy Examples

• •Headline: Built for the Grind. Made for the Resilient. Body: You don't back down from a hard day's work, and neither should your gear. Troll Co. apparel is forged for durability and comfort, so you can focus on the task at hand. #DirtyHandsCleanMoney
• •Headline: More Than Clothing. It's a Statement. Body: Wear your pride on your sleeve. Troll Co. isn't just about fabric and thread; it's about recognizing the strength and skill of those who build, make, and do. #SupportBlueCollar
• •Headline: Weekend Ready. Work Approved. Body: From the job site to your downtime, our gear is designed to keep up. Tough enough for the work week, comfortable enough for whatever comes next. Shop the latest collection.
• •Headline: The Anvil: A Symbol of Your Strength. Body: Like the anvil, you're built to endure, to create, to transform. Our anvil logo represents the unyielding spirit of the blue-collar worker. #TrollCoStrength
• •Headline: Not Just Dirty Hands, But Clean Money & a Clear Conscience. Body: We’re proud to stand by those who serve. A portion of every Troll Co. sale goes directly to supporting our veterans. Work hard, look good, and give back.