Brand Tone

approachable, authentic, and community-focused

Brand Values

• •Quality and Natural Ingredients
• •Family-Owned and American-Made
• •Customer-Centric
• •Empowerment and Confidence
• •Community Building
• •Authenticity and Resilience

Best Practices

• •Speak as a "We," From the Founders: Always maintain the voice of a passionate, family-run business. Use "we" and share your story and values. This builds trust and a personal connection.
• •Embrace the "Brotherhood" and "Crew": Continuously foster the sense of community. Use terms like "#NORTHCREW," "brotherhood," and "family" in your communications to make your customers feel included.
• •Be Authentic and Transparent: Share behind-the-scenes content, talk openly about your ingredients and processes, and don't be afraid to show the human side of your brand, including its history of overcoming challenges.
• •Educate and Empower: Your copy should not just sell, but also educate. Provide tips on beard care, explain the benefits of your ingredients, and empower your customers to achieve their "true beard potential."
• •Engage, Don't Just Broadcast: Actively participate in conversations on social media. Respond to comments, ask questions, and feature user-generated content. This two-way communication is key to maintaining your approachable, community-focused tone.

Social Perception

True North Beard Co. is highly regarded within the online beard community. They are perceived as a trustworthy and high-quality brand that delivers on its promises. Their beard butter is consistently singled out as a standout product. The direct involvement of the owners in social media and their genuine interactions with customers have created a very positive public image. They are seen as more than just a product company; they are a valued member of the beard community.

Copy Examples

• •Headline: Find Your Direction. Find Your Best Beard. Body: Lost in a wilderness of unruly whiskers? Our all-natural beard oils and butters are your compass to a softer, healthier, and more confident you. Handcrafted in Maine. Welcome to the #NORTHCREW.
• •Headline: This isn't just beard care. It's a statement. Body: You're building a legacy, and your beard is part of it. Fuel it with the best. Our small-batch, natural ingredients are formulated to empower. Look good, feel good, and forge your path.
• •Headline: From Our Family to Your Beard. Body: We're Kris and Tera, and we believe in quality you can feel. That's why we create every True North product by hand with the finest natural ingredients. Experience the difference that real passion makes.
• •Headline: Conquer the Itch. Tame the Mane. Body: Don't let beard itch and dryness dictate your day. Our signature beard butter, praised by the community, provides deep conditioning and a soft hold without the grease. Your beard (and whoever gets close to it) will thank you.
• •Headline: Smell Like Adventure. Body: With unique, handcrafted scents from rugged and woodsy to fresh and clean, your beard will smell as great as it feels. Explore our scent catalog and find the one that tells your story.