Brand Tone

Serious, Responsible, Empathetic, Understanding, Informative, Educational, Reassuring, Trustworthy, Direct, Straightforward, Customer-centric, and Friendly.

Brand Values

• •Safety
• •Non-Lethal Solutions
• •Responsibility
• •Empowerment
• •Life Preservation
• •Accessibility
• •Quality and USA-Made
• •Customer Satisfaction

Best Practices

• •Maintain a serious but empathetic tone when discussing self-defense.
• •Clearly explain the benefits of non-lethal solutions.
• •Use straightforward language to describe product functionality.
• •Highlight the company's commitment to responsible self-defense.
• •Emphasize the US manufacturing and quality control.

Social Perception

To be seen as a company born from a genuine desire to make a positive impact on personal and public safety, driven by personal experiences. A reliable, trustworthy, and customer-focused provider of effective non-lethal self-defense solutions.

Copy Examples

• •Protect yourself and your loved ones with our range of non-lethal self-defense solutions.
• •At ProtectSmartUSA, we are committed to providing practical and straightforward protection.
• •Our Byrna launchers offer a safer alternative to lethal force, empowering you to defend yourself responsibly.
• •Made in the USA, our less-lethal tools are meticulously manufactured to ensure quality and reliability.
• •Experience an excellent shopping experience with our customer-centric approach, focused on your safety and satisfaction.