Brand Tone

Patriotic & American-focused, Confident & Innovative, Authentic & Down-to-Earth, Knowledgeable & Passionate, Quality-Driven

Brand Values

• •Americanism
• •Quality & Performance
• •Accessibility & Affordability
• •Innovation
• •Customer Focus & Community
• •Heritage & Legacy
• •Integrity & Respect
• •Empowerment

Best Practices

• •Emphasize "Made in USA" and Patriotism: Consistently weave in messages about American craftsmanship, values, and support for American traditions. This is a core differentiator.
• •Highlight Value and Innovation: Clearly communicate how Grayboe's modern manufacturing provides high-quality, feature-rich stocks at an accessible price point. Avoid jargon where possible, or explain it simply.
• •Speak Authentically to the Target Audience: Use language that resonates with hunters, sport shooters, and "blue-collar Americans." Be direct, honest, and avoid overly corporate or elitist tones.
• •Showcase Performance and Reliability: Focus on the tangible benefits of the stocks – accuracy, durability, improved ergonomics, and how they enhance the shooting experience. Use strong action verbs.
• •Maintain a Confident but Humble Approach: Be proud of the McMillan legacy and Grayboe's innovations, but remain grounded and focused on serving the customer and the shooting community. Acknowledge the brand's purpose beyond just making money.

Social Perception

High-Value Provider, Innovative Manufacturer, Trusted Brand, Responsive & Customer-Oriented, Solid & Reliable

Copy Examples

• •Headline: American Ingenuity. Field-Proven Performance. Body: At Grayboe, we're not just making rifle stocks; we're continuing a legacy of American innovation. Built tough in the USA, our stocks deliver the precision and reliability you demand, without the custom price tag. Upgrade your rifle, uphold tradition. Call to Action: Discover the Grayboe Difference.
• •Headline: The Heart of Your Rifle, Forged in America. Body: Your rifle is more than a tool; it's an extension of your skill. Grayboe stocks are engineered for the hard-working American shooter who values quality that endures. Experience superior ergonomics, unwavering stability, and the pride of American craftsmanship. Call to Action: Find Your Perfect Stock Today.
• •Headline: Precision Doesn't Have to Break the Bank. Body: We challenged the old ways to bring you cutting-edge rifle stocks that are as accessible as they are accurate. Grayboe combines advanced manufacturing with a passion for performance, offering premium features for every marksman. Ready to shoot better? Call to Action: Explore Our Range of Affordable, High-Performance Stocks.
• •Headline: Built for the Hunt. Engineered for Accuracy. Proudly American. Body: From the rugged backcountry to the competitive range, Grayboe stocks are designed to perform when it matters most. Feel the solid connection, the enhanced control, and the confidence that comes with American-made quality. Your mission starts here. Call to Action: Gear Up with Grayboe.
• •Headline: More Than a Stock. It's a Statement. Body: Grayboe stands for American values, relentless innovation, and equipping shooters with the best. Our stocks are a testament to what's possible when heritage meets modern technology. Join a community that values performance and patriotism. Call to Action: Shop American-Made. Shop Grayboe.