Brand Tone

Confident & Competent, Rugged & Outdoorsy, Proudly American, Approachable & Community-Oriented, No-Nonsense & Authentic

Brand Values

• •Quality & Durability
• •American Craftsmanship
• •Utility & Performance
• •Customer Focus
• •Adventure & Outdoor Lifestyle
• •Integrity & Honesty

Best Practices

• •Prioritize 'Made in USA': Weave this into messaging where appropriate, as it's a core value and differentiator. It evokes pride, quality, and support for domestic industry.
• •Speak to the Outdoor Enthusiast: Use language and scenarios that resonate with hunters, anglers, campers, and adventurers. Show, don't just tell, how your products fit into their lifestyle.
• •Emphasize Durability & Reliability: Use strong verbs and confident statements that convey toughness and long-lasting performance. Focus on how the gear won't let them down.
• •Maintain an Authentic & Approachable Voice: Avoid overly corporate or jargon-filled language. Be straightforward, honest, and engage with your community genuinely, especially on social media.
• •Be Confident, Not Arrogant: Showcase the quality and performance of your products with assurance, but remain grounded and customer-focused. Let the product's performance and American craftsmanship speak for themselves.

Social Perception

Positive, Trustworthy, Good Value, Reliable, Supportive of American Industry

Copy Examples

• •Headline (Website/Ad): 'American Built. Adventure Ready. Bison Coolers: Gear That Works as Hard as You Do.'
• •Social Media Post (Instagram - with an image of a cooler on a fishing trip): 'Sunup to sundown, our coolers keep the chill. 100% Made in the USA, because quality matters when you're miles from nowhere. What's your next adventure? #BisonCoolers #MadeInUSA #FishingLife #OutdoorGear'
• •Product Description Snippet (for a hard cooler): 'Engineered for the wild, manufactured on American soil. This isn't just a cooler; it's a promise of cold drinks, preserved catches, and unwavering reliability, trip after trip. Invest in gear that keeps up.'
• •Email Subject Line (for a promotion): 'Gear Up, America! Save on Heavy-Duty Coolers Built to Endure.'
• •TikTok Video Caption Idea (showing a cooler surviving a drop test): 'Yeah, we build 'em tough. 💪 American-made coolers that can take a beating... and still keep your drinks ice cold. 😉 #BisonTough #CoolerChallenge #MadeInAmerica #DurabilityTest'