Brand Tone

authentic, masculine, and trustworthy. Conveyed through straightforward, no-frills language that emphasizes quality, craftsmanship, natural ingredients, and a sense of pride in American roots.

Brand Values

• •Quality and Craftsmanship
• •Natural Ingredients
• •American Made
• •Authenticity
• •Masculine Simplicity

Best Practices

• •Always Emphasize "Handmade" and "Small Batch": This reinforces the brand's commitment to quality and craftsmanship.
• •Consistently Highlight "All-Natural Ingredients": This appeals to health-conscious consumers and differentiates the brand from mass-market competitors.
• •Incorporate "American-Made" Messaging": This taps into a sense of patriotism and support for local businesses.
• •Use Direct, Uncomplicated Language: The tone should be masculine and straightforward, avoiding overly flowery or technical jargon.
• •Maintain a Consistent Visual Identity: Use high-quality imagery that reflects the brand's clean, masculine, and natural aesthetic across all platforms.

Social Perception

Perceived as a high-quality, niche brand for discerning men who value natural, American-made grooming products. Appeals to a customer base that prioritizes quality, transparency, and supporting local businesses, leading to a smaller, more dedicated following. Potential for brand name confusion with other businesses is a challenge.

Copy Examples

• •Introducing the 'Campfire Bourbon' solid cologne. Hand-poured in small batches, this scent captures the rugged essence of the outdoors with a hint of smooth bourbon. Made with all-natural ingredients, because what you put on your skin matters. American made, adventure ready.
• •From our hands to yours. Every VERNS product is handmade with pride by our two Master Barbers in Saratoga Springs, NY. We believe in quality, craftsmanship, and the power of all-natural ingredients. That's the VERNS promise.
• •VERNS isn't just a brand, it's a philosophy. We believe that men deserve grooming products that are as honest and hardworking as they are. That's why we use only the finest natural ingredients and make everything right here in the USA. No compromises, no shortcuts. Just quality grooming, pure and simple.
• •Tame your mane with our all-natural Beard Balm. A blend of nourishing oils and waxes, it’s designed to soften, condition, and give your beard a healthy shine without weighing it down. Because a great beard doesn't happen by accident.
• •Experience the difference of all-natural, American-made grooming. Shop the VERNS collection today and discover what you've been missing.