Brand Tone

Motivational & Inspiring, Edgy & Bold, Authentic & No-Nonsense, Resilient & Gritty, Slightly Humorous/Witty (at times), Direct & Action-Oriented

Brand Values

• •Self-Reliance
• •Preparedness
• •Integrity & Authenticity
• •Fearlessness & Courage
• •Critical Thinking & Intelligent Execution
• •Self-Improvement
• •Community & Loyalty
• •Support for Veterans & First Responders

Best Practices

• •Embrace Active & Direct Language: Use strong verbs and clear, concise sentences. Avoid passive voice. Focus on empowerment and action.
• •Incorporate Core Slogans & Philosophies: Naturally weave in phrases like "Expect to Self Rescue," "No One is Coming," "Pursue the Unknown," and the concept of the "thirty seconds out" moment.
• •Maintain Authenticity: Speak from a place of genuine understanding of the mindset you're addressing. Avoid clichés unless used with a fresh, brand-aligned twist. Let the founder's authentic voice and experiences continue to shape the narrative.
• •Balance Intensity with Inspiration: While the tone can be edgy and intense, always link it back to positive outcomes like self-improvement, resilience, and readiness. Avoid negativity for its own sake.
• •Know Your Audience Deeply: Understand their motivations, challenges, and aspirations. Speak their language (e.g., references to grit, preparedness, mission focus) while ensuring the message is also accessible to the broader audience the brand attracts.

Social Perception

Highly Respected by Target Audience, Seen as High Quality, Motivational & Empowering, Authentic Veteran-Owned Business, Associated with a "Warrior" or "Sheepdog" Mentality

Copy Examples

• •Headline: The Moment of Truth is Now. Are You Ready? Body: Thirty Seconds Out. Gear for those who don't wait for permission. For those who expect to self-rescue. Equip your resolve.
• •Headline: No One Is Coming. It's Up To Us. Body: That's not a slogan, it's a reality. Thirty Seconds Out provides the mindset and the gear for when you're the first and last line of defense. Own your readiness.
• •Headline: Pursue The Unknown. Conquer The Doubt. Body: Comfort zones are for complacency. Real growth happens at the edge. Thirty Seconds Out. Apparel that fuels your next bold move. Step into the challenge.
• •Headline: Built on Grit. Designed for Impact. Body: From the lessons learned in the crucible to the designs that inspire action. Thirty Seconds Out is more than apparel – it's a statement of intent. Wear your values.
• •Headline: Adrenaline Starts. Excuses Stop. Thirty Seconds Out. Body: That critical window where preparation meets performance. Our gear is crafted for that exact moment. No compromises. No hesitation. Just pure, focused execution.