Brand Tone

Professional and Authoritative, Craftsmanship-focused, Confident and Trustworthy, Patriotic/American Pride, Customer-centric (Appreciative & Supportive)

Brand Values

• •Quality Craftsmanship
• •Durability and Reliability
• •Made in the USA
• •Customer Satisfaction & Trust
• •Tradition/Heritage (in leatherwork)
• •Precision/Customization

Best Practices

• •Emphasize "American Made" and Quality Materials: Consistently highlight the use of high-quality, domestic steer hides and the fact that products are handcrafted in the USA (Ohio). This reinforces patriotism and trust in the product's quality.
• •Focus on Craftsmanship and Durability: Use words like "handcrafted," "meticulously inspected," "superior craftsmanship," "durable," and "built to last." Detail the care that goes into making each holster.
• •Maintain a Confident, Authoritative, yet Approachable Voice: Speak with expertise about concealed carry, holster function, and leather quality, but remain accessible and customer-focused. Reiterate the "Carry Concealed, Confident, and Comfortable" motto.
• •Highlight Customization and Perfect Fit: Stress that holsters are not "one size fits all" but are custom-molded for specific firearms, ensuring security and comfort.
• •Showcase Customer Trust and Positive Experiences: Use testimonials (with permission) and share positive customer feedback in marketing materials to build social proof and reinforce the brand's commitment to satisfaction. Address potential concerns like wait times transparently, framing them as a testament to the custom, handcrafted process.

Social Perception

Highly Regarded for Quality, Worth the Investment and Wait, Comfortable and Secure, Good Customer Service, Reliable & Trustworthy Brand, Aspirational (for some)

Copy Examples

• •Carry with Confidence. Crafted for Life. At Wright Leather Works, we don't just make holsters; we handcraft extensions of your commitment to preparedness. Using only the finest American steer hides, each piece is meticulously built in Ohio for a perfect fit and lasting comfort. Experience the Wright difference: Carry Concealed, Confident, and Comfortable.
• •True American Craftsmanship. Unwavering Reliability. Your security deserves the best. Our leather holsters are proudly made in the USA, from premium domestic hides, ensuring a product that’s as durable as it is comfortable. Custom molded for your firearm, because "one size fits all" isn't in our vocabulary.
• •More Than a Holster. It's a Wright. Feel the difference quality leather and expert American craftsmanship make. Our family-owned business puts care into every stitch, so you can carry comfortably and confidently, day in and day out. Invest in a holster built to last a lifetime.
• •The Perfect Fit for Your Firearm. The Perfect Feel for Your Carry. Don’t settle for less. Wright Leather Works holsters are individually handcrafted to your specific model, ensuring optimal retention and a smooth draw. Experience the comfort and confidence that comes from true American-made quality.
• •Own Your Carry: Custom, Comfortable, Wright. Express your style without compromising on quality or function. Explore our Signature Collection for personalized leather holsters, or choose from our classic designs. Handcrafted in Ohio from the best U.S. steer hides, because how you carry matters.