Brand Tone

Patriotic, Pro-Military, Supportive of Second Amendment, Americana, Rugged, Traditional, Proudly American (but with caution and transparency post-FTC action)

Brand Values

• •Patriotism
• •Supporting Veterans (through licensed product donations and specified profit portions)
• •Quality
• •American Ownership
• •Family-Run Business
• •Ethical Sourcing (for imported goods)
• •Transparency

Best Practices

• •Absolute Transparency is Key: All claims (especially regarding origin, veteran affiliation, and charitable donations) must be 100% accurate, verifiable, and clearly stated.
• •Focus on Verified Support: Be specific about which veteran charities are being donated to and how the process works. Highlight official licensing partnerships.
• •Lean into Genuine Patriotism (Carefully): Use respectful and unifying patriotic language and imagery. However, avoid jingoism or language that could be perceived as exploiting patriotic sentiment.
• •Highlight Design and American Ownership: Emphasize that the business is American-owned and that designs are created with an American audience and values in mind.
• •Engage with Humility and Rebuild Trust: Acknowledge the importance of customer trust. Focus on quality, customer service, and the unique nature of the gift items, while being scrupulously honest in all communications.

Social Perception

To be seen as a provider of unique, themed gifts that align with strong patriotic sentiments, supporting veterans (through verified channels), and operating with transparency and integrity after addressing past issues.

Copy Examples

• •Built with American Spirit. Crafted for Patriots. At Old Southern Brass, an American-owned and family-run business, we're passionate about creating unique gifts that honor our nation's values. While some components are sourced globally to ensure affordability, every design is inspired by the resilient heart of America. Explore our collection, shipped from our Florida home to yours.
• •The Freedom Writer Pen: A symbol of American conviction. Designed for a steady hand and a strong heart. Assembled with care, this pen features [mention specific materials/features honestly]. A portion of proceeds from our officially licensed U.S. Military collection benefits Morale, Welfare, and Recreation (MWR) programs.
• •Saluting American traditions. 🇺🇸 Our latest collection of barware is designed to celebrate the moments that bring us together. As an American-owned small business, we thank you for your support. #OldSouthernBrass #AmericanHeritage #PatrioticGifts
• •Stories of Service: Honoring Our Heroes. This month, Old Southern Brass shares its pride in supporting our military community through our official U.S. Army, Navy, Air Force, and Marines licensed collections. With every purchase from these collections, a donation is made directly to their MWR programs. Learn more about the impact on our blog. [Link]
• •Founded from a passion for patriotic gifts, Old Southern Brass is an American-owned company dedicated to those who serve and love our country. We carefully design our products and partner with makers both here in the USA and abroad to bring you quality items at a fair price. We believe in transparency and the enduring American spirit.