Brand Tone

Rugged & Tough, Authentic & American-Made, Adventurous & Outdoorsy, Reliable & Trustworthy, Community-Oriented & Engaging, Slightly Informal but Professional

Brand Values

• •Quality & Durability
• •American Craftsmanship
• •Customer Satisfaction
• •Outdoor Lifestyle
• •Authenticity
• •Reliability

Best Practices

• •Always Emphasize "Made in USA" and Durability: These are key differentiators and core to the brand's identity. Weave them naturally into product descriptions, social media, and ad copy.
• •Use Strong, Evocative Language Associated with the Outdoors: Words like "rugged," "tough," "wild," "adventure," "expedition," and "unyielding" reinforce the brand's connection to outdoor activities and product resilience.
• •Maintain an Authentic and Slightly Informal, Yet Professional Voice: Avoid overly corporate jargon. Be approachable and relatable, especially on social media, but ensure all communications reflect the quality and reliability of the products. Speak like a knowledgeable and trusted friend in the outdoor community.
• •Show, Don't Just Tell, Through Stories and User Experiences: Incorporate customer stories, testimonials, and user-generated content to demonstrate the product's performance and the lifestyle it enables. This adds authenticity and social proof.
• •Develop a Brand Style Guide: Create a document outlining the brand voice, tone variations for different platforms (e.g., slightly more playful on TikTok, more professional on LinkedIn), approved terminology, and common phrases. This ensures consistency across all writers and marketing channels. For example, consistently using "American-made" or "Built in the USA" and highlighting key features like rotomolded construction or heavy-duty latches.

Social Perception

Positive, High-Quality Competitor, Durable & Long-Lasting, Patriotic Choice, Good Value for a Premium Product, Responsive Brand

Copy Examples

• •Headline (Website/Ad): "BUILT FOR THE WILD. PROUDLY AMERICAN MADE. Bison Coolers: Your trusted partner from the backcountry to the backyard."
• •Social Media Post (Instagram/Facebook): "Sun up to sun down, and then some. ☀️ Our Gen 2 Coolers are engineered for maximum ice retention, so your adventure never has to be cut short. What’s your longest trip with a Bison? #BisonCoolers #MadeInUSA #AdventureReady #IceCold"
• •Product Description Snippet: "Don't settle for less. Our 50 QT Bison Cooler is a beast, built right here in the USA with a true-to-size capacity and insane durability. Haul it, drop it, stack it – it’s ready for whatever you throw at it (or in it)."
• •Email Subject Line (Promotion): "Gear Up, America! 🇺🇸 Bison Coolers - Tough Enough For Your Next Escape."
• •About Us Section Excerpt: "At Bison Coolers, 'Made in USA' isn't just a label – it's our promise. A promise of quality, durability, and a commitment to the American spirit of adventure. We build coolers that work as hard as you play."