Brand Tone

Authentic, Inspired, Casual, Community-Focused, Nostalgic/Sentimental

Brand Values

• •Community
• •Craftsmanship & Quality
• •Heritage & American Spirit
• •Connection with Nature/The Outdoors
• •Authenticity & Storytelling
• •Life & Play
• •Purpose Over Profit (Aspirational)

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., Authentic, Inspired, Nostalgic, Approachable, Respectful) and, just as importantly, adjectives that it is *not* (e.g., Loud, Edgy, Exclusive, Overly Technical). Share this with everyone who writes for the brand.
• •Tell Authentic Stories: Weave in the brand's origins, the 'why' behind products, and the connection to the Californian/Western lifestyle. Use storytelling to connect emotionally rather than just focusing on product features.
• •Use Evocative, Sensory Language: Appeal to the feeling of being outdoors and the spirit of the West. Use words that paint a picture and connect with the lifestyle WILLBO promotes (e.g., 'sweeping tapestry,' 'golden coastlines,' 'boundless majesty,' 'rhythm of the West').
• •Emphasize Community and Connection: Use inclusive language ('us,' 'we,' 'our community'). Encourage interaction and sharing. Frame the brand as a welcoming 'clubhouse.'
• •Maintain Consistency Across All Channels: Ensure that the tone used on the website, social media, email marketing, and even in-store signage feels cohesive and consistently reflects the core values and personality of WILLBO. Regularly review content to ensure alignment.

Social Perception

Positive & Appreciative, Lifestyle-Oriented, Community Builder, Quality & Local Focus

Copy Examples

• •Headline (Website/Social Media): WILLBO: Crafted in California, For a Life Lived Outdoors. More Than Apparel, It's Our Story. Body: From the peaks of Yosemite to the Laguna coast, every WILLBO piece is born from the spirit of the West. We believe in quality that lasts, designs that speak to our heritage, and building a community that shares our love for adventure. Join us.
• •Product Description (e.g., for a Flannel Shirt): The [Product Name] Flannel: Your Companion from Dawn Patrol to Campfire Stories. Made with rugged yet soft American-sourced cotton, this isn't just a shirt – it's a piece of the West, stitched with care in Southern California. Ready for life & play, wherever the trail takes you.
• •Instagram Caption (Image of people enjoying the outdoors wearing WILLBO): Golden hour hues and good company. These are the moments that WILLBO is made for. Tag your adventure crew and share where the spirit of the West takes you. #WillboLife #UnderOurWesternSkies #CommunityAndCraft
• •Email Subject Line: New Arrivals: Stories Woven into Every Stitch. Email Body Snippet: Discover the latest from WILLBO – thoughtfully designed and locally made, inspired by the timeless landscapes of our California home. Pieces crafted not just to be worn, but to be part of your adventures and memories.
• •About Us Snippet: Born from brotherhood and a love for the wild playgrounds of the West, WILLBO is more than a brand – it’s a community. We craft enduring American sportswear that’s as authentic as the stories that shape us. Designed and made in California, for every moment of life and play.