Brand Tone

Confident, Authentic, Craftsman-like

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Made in the USA/All-American
• •Customer Satisfaction
• •Functionality & Reliability
• •Tradition (in leatherwork and firefighting)
• •Integrity & Honesty

Best Practices

• •Speak the Language of Craftsmanship: Use words that evoke quality, durability, and the handmade process (e.g., "meticulously constructed," "premium American-tanned," "saddle-grade leather," "machine-stitched," "double-cemented," "reinforced," "solid brass").
• •Emphasize "American Made" and Durability: Consistently highlight that products are made in the USA from high-quality, durable materials designed to "last an entire career." This resonates with pride and trust.
• •Maintain a Confident, No-Nonsense Voice: Be direct and assured in your claims about quality and longevity. Avoid overly salesy or gimmicky language. The product’s quality should speak for itself, and the copy should reflect that confidence.
• •Show, Don't Just Tell (through testimonials and process): Incorporate customer testimonials that reinforce your values. Use behind-the-scenes content (like on TikTok) in your broader messaging to showcase the care and effort that goes into each product.
• •Focus on the Firefighter's Needs & Values: Frame the benefits of the products in terms of how they meet the specific, demanding needs of firefighters – reliability, safety, comfort, and the ability to withstand tough conditions. Acknowledge the tradition and pride within the profession.

Social Perception

Highly Regarded for Quality, Trusted Supplier, Worth the Investment, Artisanal & Custom, Supportive of the Firefighter Community, Excellent Customer Experience

Copy Examples

• •Headline: Built for the Blaze. Crafted for a Career. Body: Your gear can't be an afterthought. Still Alarm Leather suspenders are meticulously handcrafted from two layers of premium American saddle leather, double-cemented, reinforced, and machine-stitched. Because what you wear into the fire should be as resilient as you are. Invest in gear that works as hard as you do, shift after shift, year after year.
• •Headline: American Hide, Unyielding Spirit. Body: We don't compromise on materials, and neither should you. Our radio straps are born from the finest American-tanned Latigo leather and forged with solid brass hardware. Designed by firefighters, for firefighters, right here in the USA. Feel the difference true craftsmanship makes.
• •Headline: More Than Leather. It's Your Lifeline. Body: From the stitching to the custom fit, every Still Alarm Leather chin strap is built with unwavering attention to detail. We know the demands of the job. That’s why we build gear you can stake your safety on, guaranteed to perform when it matters most.
• •Headline: The Last Pair of Suspenders You'll Need to Buy. Body: Tired of gear that gives out before you do? We were too. That’s why we started Still Alarm Leather. Our heavy-duty suspenders are engineered to endure an entire firefighting career, and then some. No stretching, no shortcuts, just uncompromising quality you can depend on.
• •Headline: Your Custom Shield. Your Story. Our Craft. Body: Every firefighter has a story, every piece of gear should reflect it. At Still Alarm Leather, we work with you to create custom, hand-painted personalizations on your radio strap or suspenders. Quality that’s not just worn, but proudly displayed.