Brand Tone

Provocative and Unapologetic, Niche-Specific/Exclusionary, Faith-Oriented, Celebratory (of its chosen identity)

Brand Values

• •Authenticity (as defined by the brand)
• •Individuality (within conformity to their ideology)
• •Resistance/Opposition
• •Freedom of Expression (for their viewpoint)
• •Christian Faith & American Patriotism
• •Self-Assurance

Best Practices

• •Ensure all copywriters have and use this document.
• •Use Keyword Repetition Strategically: Consistently incorporate terms that resonate with the target audience and reinforce the brand's specific stance (e.g., "authenticity," "unaltered," "genuine").
• •Maintain an Assertive and Confident Voice: The copy should be direct, unapologetic, and firm in its convictions, reflecting the brand's "uncompromising" stance.
• •Speak Directly to the Target Audience's Perceived Challenges: Acknowledge the "world where conformity seems to be the norm"
• •Review and Align All Content: Before publishing, ensure all copy (website, social media, product descriptions) is consistent with the established tone and values, avoiding any language that could be perceived as diluting or contradicting the core message.

Social Perception

A brand that champions authenticity and individuality within a specific ideological framework, appealing to those who share its conservative, faith-based values and its stance against mainstream views on gender.

Copy Examples

• •Proudly Equipped: Stand firm in your original design.
• •Celebrating genuine, unaltered souls in a world of conformity.
• •Declare your self-assurance with Originally Equipped merchandise.
• •Originally Equipped: Where authenticity meets conviction.
• •Resist the tide: Embrace your true self.