Brand Tone

Authentic & Down-to-Earth, Proudly Canadian with a Hint of Americana/Western, Enthusiastic & Passionate, Community-Focused & Friendly, Humorous & Relatable (especially on TikTok), Quality-Conscious & Confident

Brand Values

• •Quality Craftsmanship
• •Authenticity & Heritage
• •Customer Satisfaction & Service
• •Community & Connection
• •Versatility & Everyday Wear
• •Entrepreneurial Spirit

Best Practices

• •Embrace "Proudly Canadian" with a Global Appeal: Continue to highlight Canadian roots and grit, while ensuring the "Western style" and "hard working folks from all over the world" messaging resonates broadly. Use Canadian colloquialisms authentically where appropriate (like "eh?" in the email example) but don't overdo it for international audiences.
• •Keep it Real and Relatable: The origin story of making hats for friends and family is powerful. Continue sharing behind-the-scenes content, founder interactions, and even the humorous, less-polished moments, especially on platforms like TikTok, to maintain authenticity and approachability.
• •Spotlight Quality and Durability in Storytelling: Don't just say "high quality"; show it. Use customer testimonials that speak to the hats' longevity and ability to withstand daily wear and tear. Visually demonstrate the craftsmanship when possible.
• •Foster the "Enjoy The Ride!" Community Vibe: Encourage user-generated content, feature customers (like the "Wall of Fame"), and continue direct, friendly engagement. Make customers feel like they're part of the Whiskey Road family and journey.
• •Maintain a Consistent Voice Across Platforms, Tailored to Each: While the core tone (authentic, quality-focused, friendly, Canadian-Western) should be consistent, adapt the delivery for each platform. TikTok can lean more into humor and trends, Instagram into visually appealing product shots and lifestyle imagery, and email/website copy can be slightly more descriptive while still retaining warmth and enthusiasm.

Social Perception

Highly Positive, Trusted Brand, Stylish & Cool, Durable & Well-Made, Good People / Great Company, Engaging & Fun (especially TikTok presence)

Copy Examples

• •Instagram Post (Product Focus): Image: A high-quality shot of "The Canuck" hat in a rugged outdoor Canadian setting. Copy: "Built for the wild, crafted with Canadian grit. 🇨🇦 'The Canuck' isn't just a hat, it's a statement. Ready for early mornings, late nights, and every adventure in between. Quality you can feel, style you can own. Tap to shop and #EnjoyTheRide!"
• •TikTok Video Concept (Behind-the-Scenes/Humor): Video: Fast-paced montage of hats being made, orders packed, team members laughing, ending with a founder winking. Text Overlay/Voiceover: "Fuelled by coffee & good tunes! 🎶 From a simple idea in 2020 to shipping these beauties worldwide. Each stitch packed with pride (and a little bit of organized chaos 😉). Thanks for being on this ride with us! #WRHC #MadeInCanada #HatLife #SmallBusinessJourney"
• •Website Banner (Brand Story/Values): Image: Collage of diverse people wearing WRHC hats in various settings (farm, hockey game, casual outing). Copy: "More Than Just a Hat. It's a piece of your story. Born from a passion for quality and a nod to the hardworking spirit, Whiskey Road hats are designed to go wherever life takes you. Proudly Canadian, built to last. Welcome to the Road."
• •Facebook Ad (Targeting new customers): Image: A carousel of best-selling hats with close-ups of patch details. Copy: "Tired of hats that don't last? Discover Whiskey Road Hat Company. We combine timeless Western vibes with true North toughness. 🤠🏒 High-quality materials, patches sewn with care right here in Canada, and a fit that feels like it was made just for you. Find your new favourite – you'll wonder how you lived without it. Shop now & get ready to #EnjoyTheRide!"
• •Email to Subscribers (New Collection Launch): Subject: 🔥 Fresh Off The Press: The [New Collection Name] Has Landed! Body: "Hey [Customer Name], Get ready! We've been burning the midnight oil up here in Caledon, and trust us, it’s been worth it. Our new [New Collection Name] collection is officially LIVE – packed with fresh designs that blend that signature Whiskey Road quality with a style that’s all its own. Whether you're hitting the barn or the rink, we've got you covered. Be the first to snag yours. After all, life’s a ride – might as well enjoy it with a great hat, eh? [Link to Collection]"