Brand Tone

Authentic & Passionate, Rugged & Proudly American, Confident & Unapologetic, Community-Oriented & Down-to-Earth, Craftsman-like & Quality-Focused

Brand Values

• •American Craftsmanship & Quality
• •Heritage & Tradition
• •Hard Work & The American Dream
• •Customer Relationship & Service
• •Community & Giving Back
• •Authenticity & Transparency
• •Resilience & Determination

Best Practices

• •Emphasize "American Made" and Craftsmanship: Consistently highlight that the knives are 100% American-made in Montana. Detail the quality of materials, the skill of the makers, and the story of Master Bladesmith Josh Smith.
• •Speak the Language of the "Working Person" and Outdoor Enthusiast: Use authentic, straightforward language that resonates with hunters, anglers, ranchers, and anyone who relies on durable, high-performance tools for demanding work and adventure.
• •Reinforce Durability, Legacy, and the "Generations Promise": Focus on the idea that these knives are an investment, built to last a lifetime and be passed down, supported by the lifetime sharpening and maintenance guarantee.
• •Maintain an Authentic, Passionate, and Transparent Voice: Be genuine. Share behind-the-scenes content, the company's journey (successes and challenges), and let the passion for the craft and the American-made ethos shine through. Avoid overly corporate or impersonal language.
• •Foster Community and Tell Customer Stories: Engage directly with the audience, share user-generated content, and highlight how the knives are being used in real-world scenarios. This reinforces the brand's connection to its users and their shared values.

Social Perception

High-Quality & Premium, Authentic & Story-Driven, Effective Marketers / Hype, Proudly American & Patriotic, Community-Focused, Exclusive & Hard to Get, Growing & Ambitious, Resilient / Fighter

Copy Examples

• •Forged in Montana. Built for Generations. This isn't just a knife; it's a legacy. Crafted from the finest American steel by hands that understand hard work. The [Knife Name] is your lifetime partner in the field, guaranteed. Own a piece of the American spirit.
• •American Steel. Relentless Edge. When you’re miles from nowhere, compromise isn’t an option. Montana Knife Company delivers tools you can stake your life on. Precision engineered, field-tested, and 100% American made. The [Knife Name] – Ready for what’s next.
• •More Than a Blade. It’s Our Promise. From Master Bladesmith Josh Smith's forge to your hand, every MKC knife carries our commitment to unmatched quality and enduring performance. Backed by our Generations Promise for a lifetime of sharpness and service. Experience the Montana Knife Company difference.
• •The Wild Calls. We Answer with American Craftsmanship. Built for the toughest hunts and the most demanding tasks. The [Knife Name] embodies the spirit of Montana – rugged, reliable, and fiercely independent. Equip yourself with a tool that’s as serious about the outdoors as you are.
• •From Our Hands to Yours: The American Dream, Forged in Steel. We’re not just making knives; we’re rebuilding American manufacturing, one blade at a time. The [Knife Name] is a testament to hard work, dedication, and the pursuit of excellence. Join the MKC family and carry the story.