Brand Tone

Empowering, Reassuring & Trustworthy, Authoritative & Knowledgeable, Responsible, Approachable & Community-Oriented

Brand Values

• •Empowerment
• •Safety & Security
• •Trust & Reliability
• •Preparedness
• •Innovation
• •Community & Responsibility
• •Integrity

Best Practices

• •Focus on Empowerment, Not Fear: Language should uplift and instill confidence. Instead of "The world is dangerous," use "Be prepared for whatever lies ahead." Emphasize control and readiness.
• •Be Clear, Direct, and Reassuring: When discussing product features or safety, use straightforward, easy-to-understand language. Avoid overly technical jargon. The tone should reassure the user of the product's reliability and their ability to use it.
• •Highlight Trust and Heritage Authentically: Casually weave in Mace's legacy and commitment to quality without being boastful. Phrases like "Trusted for over 50 years" or "The original Mace® Brand" reinforce credibility.
• •Educate and Inform Responsibly: Position copy as helpful and supportive. Provide practical advice and context for product use, reinforcing the brand as a knowledgeable authority in personal safety.
• •Maintain Solution-Oriented Language: Frame products as solutions that provide peace of mind and enhance personal freedom. Focus on the positive outcome (confidence, security) rather than dwelling on the threat itself.

Social Perception

Trusted Leader, Effective, Associated with Empowerment, Go-To for Vulnerable Individuals, Concerns (Minority)

Copy Examples

• •Headline: Your Safety. Your Confidence. Your Mace®. Body: Don't just hope for safety, carry it. Mace® Brand empowers you to move through your world with greater confidence, knowing you're prepared. Trusted for generations, designed for today. Call to Action: Explore Our Non-Lethal Defense Options.
• •Headline: Peace of Mind in Your Pocket. Body: Life is unpredictable. Your preparedness doesn't have to be. Mace® pepper sprays and personal alarms are compact, easy to use, and provide powerful protection when seconds count. Feel secure, wherever life takes you. Call to Action: Find Your Perfect Mace® Product.
• •Headline: The Original. Still The Best. Trust Mace®. Body: When it comes to your safety, don't settle for imitations. Mace® Brand is the authentic, an industry leader with a legacy of innovation and reliability. Choose the name you know, for protection you can count on. Call to Action: Look for the Mace® Brand Authentic Product Seal.
• •Headline: Empower Your Every Day. Body: From your daily commute to your evening jog, Mace® provides the tools to take control of your personal safety. Our range of non-lethal options is designed for effectiveness and ease, so you can live life more confidently. Call to Action: Learn Safety Tips on Our Blog.
• •Headline: More Than Defense. It's Empowerment. Body: At Mace®, we believe safety is a right. Our mission is to provide community and family safety through individual empowerment. Carry Mace® and carry the confidence that comes with being prepared. Call to Action: Join the Mace® Community & Stay Informed.