Brand Tone

passionate, personal, slightly rebellious, informal, direct, authentic, peer-to-peer, rooted in punk rock and skater culture

Brand Values

• •Community
• •Authenticity
• •Durability & Performance
• •Rebellion

Best Practices

• •Always Speak from the Founder's "Why": Every piece of copy should connect back to the origin story. Use "we" and "I" to maintain the personal, "by a drummer" voice. Frame product features (like the short taper) not just as technical specs, but as solutions to the problems the founder (and by extension, the customer) faced.
• •Embrace the "Us vs. Them" Narrative: Subtly position Woodies as the authentic alternative to large, impersonal corporations. Use language that suggests an insider community ("Join the family," "If you know, you know") and highlight the brand's rebellious, "not punk rock IMO" attitude.
• •Prioritize Feel and Emotion Over Technical Jargon: While specs are important, lead with the feeling. Use words like "power," "effortless," "fast," and "durable." Describe the experience of playing—the confidence of not having to hold back, the solid connection with the cymbal, the power behind a fill.
• •Make the Community the Hero: Actively solicit and feature user-generated content, testimonials, and artist spotlights in your marketing copy. Frame customers and affiliates not just as buyers, but as essential members of the Woodies crew who are co-creating the brand's future.
• •Maintain a Confident, Yet Humble Tone: The brand is confident in its product ("the BEST kind of wood") but humble in its mission ("we really appreciate it"). The copy should reflect this. Be bold about the stick's benefits but always remain approachable and grateful for the community's support. Avoid corporate polish; keep it real, a little raw, and always focused on the drummer.

Social Perception

Promising and authentic small business challenging established market, supportive of small companies, drawn by founder's story and engagement, budget-friendly alternative (sometimes), divided quality perception (praised for feel/durability vs. inconsistencies), highly responsive and committed to improvement.

Copy Examples

• •Stop playing with sticks that can't keep up. We designed ours with a shorter taper and top-heavy balance because we were tired of breaking wood when the energy got high. Your gear shouldn't hold you back. Play hard. Play Woodies. #DrumLife #WoodiesDrumsticks #BuiltToLast
• •Headline: Your Sticks, Your Sound, Your Style. Sub-headline: Crafted from premium American Hickory for the drummer who refuses to compromise. Designed by a punk-rocker, built for you. Shop the collection.
• •Headline: Finally, A Stick That Hits as Hard as You Do. Body: Tired of dialing it back? We were too. Woodies are made for the pop-punk, metal, and rock drummer who plays every show like it's their last. More durability, more power, zero apologies. Join the Woodies family and get 10% off your first order.
• •Title: The Stick That Started It All. Body: This is our OG stick, born from a need for something that wouldn’t snap on the first rimshot. We gave our 5B a little extra length (16.33”), a tough round tip, and a short taper that keeps the weight forward. The result? A stick that lets the wood do the work, saving your forearms and delivering powerful, effortless fills. It's the stick we always wanted, and now it's yours.
• •Caption: From my garage to your green room. Every order is a huge deal to us. We started this for drummers like you. Thanks for being a part of it. What sizes should we make next? Let me know in the comments! 👇 #DrummersOfTikTok #SmallBusiness #WoodiesDrumsticks #Drummer