Tono de Marca

Authoritative, professional, and security-focused, complemented by a community-oriented and engaging presence through its association with Range 54. The overall tone aims to project expertise and trustworthiness.

Valores de Marca

• •Security and Protection
• •American-Made Quality
• •Customer Support and Legacy
• •Community and Safety Education

Mejores Prácticas

• •Leverage Local Trust: Emphasize the local, "Wichita-owned" aspect of the business and its connection to the well-regarded Range 54. This helps build a moat against the national brand's controversies.
• •Acknowledge and Reframe the Privacy Issue: Do not ignore the elephant in the room. Proactively and calmly communicate the new policy that allows customers to expunge their codes. Frame it as a move that puts control back in the hands of the owner.
• •Focus on "Made in the USA": This is a strong, positive value that resonates with the target audience and remains untarnished by the recent controversy. It should be a consistent element in marketing copy.
• •Sell "Peace of Mind," Not Just a Steel Box: Connect the technical features (gauge steel, fire rating, locking bars) to the emotional benefit: peace of mind, protecting one's family, and securing a legacy.
• •Maintain a Consistent, Authoritative Tone: Whether on social media or the website, the tone should always be professional, knowledgeable, and security-conscious. Avoid overly casual or flippant language that could undermine the brand's core value of trustworthiness.

Percepción Social

Locally, the brand is perceived positively due to its association with Range 54, seen as professional, clean, and helpful. Nationally, the Liberty Safe brand faces trust issues and suspicion from a segment of its core customer base due to a 2023 FBI controversy regarding privacy. While product quality is generally good, issues with delivery and inconsistent quality control also affect overall customer experience.

Ejemplos de Copy

• •Your valuables are your legacy. Your peace of mind is our priority. As Wichita's trusted, local Liberty Safe dealer, we're here to help you choose the right protection for what matters most. Visit us at Range 54 today.
• •American steel, American craftsmanship, American security. Every Liberty Safe is built in the USA to protect your home and family. Invest in reliability you can trust. Explore our collection online or in-store.
• •Your security, your control. With Liberty Safe's updated privacy policy, you can now request to have your access code permanently removed from our records. Your privacy is non-negotiable. Ask us how.
• •From fire protection that withstands up to 2.5 hours of heat to military-style locking bars, Liberty Safes are engineered for superior defense. Don't settle for less when it comes to security.
• •Protection starts with preparation. Beyond securing your firearms in a world-class Liberty Safe, empower yourself with our safety and training courses at Range 54. A safer community starts here.