Brand Tone

Empowering, Authoritative/Trustworthy, Safety-Conscious/Responsible, Modern/Approachable

Brand Values

• •Empowerment
• •Safety & Security
• •Trust & Reliability
• •Innovation
• •Community/Support

Best Practices

• •Prioritize Empowerment Over Fear: While the products are for defense, the overarching message should be about giving individuals control and confidence, not dwelling on fear. Use positive, proactive language.
• •Maintain Authority with Accessibility: Balance the brand's heritage and expertise with a friendly, approachable tone, especially on social media. Avoid overly technical jargon unless explaining a specific product benefit clearly.
• •Educate and Inform Responsibly: Consistently provide clear instructions, safety tips, and information about the responsible use of products. This reinforces trust and positions the brand as a safety leader.
• •Showcase Real-Life Relevance (with sensitivity): Use scenarios and testimonials (where appropriate and ethical) that resonate with target audiences (e.g., runners, students, commuters), demonstrating how Mace products fit into everyday life to enhance safety.
• •Be Consistent Across All Channels: Ensure the core brand voice (empowering, trustworthy, safety-conscious) is reflected in website copy, social media posts, product descriptions, customer service interactions, and advertising. Develop clear brand voice guidelines for all content creators.

Social Perception

Recognized and Established, Generally Trusted for Personal Safety, Seen as a Provider of Non-Lethal Options, Product Performance Scrutiny, Evolving Image

Copy Examples

• •Headline: Own Your Space. Your Safety, Your Power. Body: Feel confident wherever you go. Mace Brand empowers you with trusted, non-lethal self-defense tools designed for your peace of mind. Explore our range and step out with assurance. #MaceEmpowers #PersonalSafety
• •Headline: Safety That Fits Your Life. And Your Style. Body: Don't compromise on safety or style. Mace Brand offers innovative personal defense products, from discreet keychain sprays to powerful pepper gels, designed to be as individual as you are. Find your perfect match. #MaceStyle #BePrepared
• •Headline: The Original. Still The Most Trusted. Body: For over 40 years, Mace Brand has been the name synonymous with personal protection. Our commitment to quality and innovation means you get reliable, effective, and easy-to-use non-lethal safety solutions. Trust the original. #MaceBrand #SafetyFirst
• •Headline: More Than Pepper Spray. It's Peace of Mind. Body: Knowing you're prepared can make all the difference. Mace Brand provides the tools and the confidence to navigate your world safely. From your daily commute to your outdoor adventures, we're with you. #MaceSecurity #LiveConfidently
• •Headline: Empower Your Every Day. Body: Your safety is non-negotiable. Mace Brand delivers innovative and reliable personal defense solutions that empower you to live life on your terms. Simple to use, effective when needed. #EmpoweredByMace #SafeAndStrong