The v4 Brand Document sets the standard. This guide turns it into daily work across the four channels every team touches. Read your section before you ship. One filter sits over all of it, and every output passes through it first.
Short sentences. Specific facts. No volume. When we speak about the fallen we are reverent and specific: names, ranks, dates, the story straight. Everywhere else, dry humor is allowed. The brand never punches down, never trades on the mission for a joke, and never tries too hard.
This is the rule most likely to be broken on social, so it gets its own line. The brand honors on two layers, and they do not mix.
Six tokens carry the entire brand. Charcoal and black are equal partners with navy. Brass is the accent, used sparingly. Cream is breathing room and never pure white. Rose is Sisterhood-only and does not move.
Pages alternate dark and light. Dark caps at 20 to 30 percent of any page. Never two dark adjacent. Never three of the same background in a row. Hero is always dark. Final CTA is always dark. Rose counts as dark and stays inside Sisterhood pages only. The rhythm is the brand pacing: emotional peaks in dark, informational rest in cream.
Libre Baskerville carries everything that matters.
Display · headings · bag names · the brand name
Libre Baskerville is the foundation: a craftsman's serif that carries history without costuming itself as historical. Outfit handles supporting UI and eyebrows. Crimson Pro carries long-form editorial. That is the entire system.
Acquisition is the constraint, not retention. The subscriber lifetime is already top-decile. Most current content is built for Tier 1. The growth is in Tiers 2 and 3, so the calendar deliberately allocates to all three.
Male, 40 to 60, near a military metro. High loyalty once earned, low churn. The man the brand was built for.
Often the actual purchase initiator. Buys for birthdays, Father's Day, Veterans Day, deployment care packages.
No direct military connection, strong affinity for the values. The scale opportunity, won by going deeper on authenticity.
Do not build a separate strategy per platform. Build one piece of content and cut it for each pipe. The table sets the format, cadence, caption length, and CTA discipline per channel. Captions stay short everywhere; commerce CTAs live in email, not in memorial or story posts.
| Channel | Tier | Primary format | Cadence | Caption | CTA discipline |
|---|---|---|---|---|---|
| Instagram feed | 1 & 2 | 4:5 stills, carousels | 3 to 4 / week | 1 to 3 lines | Soft on product, none on memorial |
| Instagram Reels | 2 & 3 | 9:16 vertical video | 2 to 3 / week | 1 to 2 lines | Follow / watch, no urgency |
| Instagram Stories | 1 & 2 | 9:16, behind the scenes | Daily, low effort | Minimal | Link sticker to relevant page |
| TikTok | 3 | 9:16 vertical video | 3 to 5 / week | 1 line | None. Earn the follow |
| YouTube long-form | 1 & 3 | 16:9, Tim on camera | 1 / week | Full description | Subscribe, link in description |
| YouTube Shorts | 3 | 9:16 cut from long-form | 2 to 3 / week | 1 line | None. Drive to long-form |
| 1 | Native video, stills | 3 to 4 / week | 2 to 4 lines | Shop / subscribe, owned audience | |
| B2B | Stills, founder posts | 1 / week | 3 to 5 lines | Wholesale / corporate gifting | |
| 2 | 2:3 pins, gift guides | Weekly batch | Keyword caption | Pin to product / gift page | |
| X | 1 & 3 | Founder voice, text | Optional | 1 to 2 lines | None |
A quarterly location shoot (Tim on camera) plus weekly Tim clips produce creative for every pipe at once: paid, Instagram, TikTok, Facebook, YouTube long-form and Shorts, Pinterest, email graphics, B2B decks, affiliate assets. The weekly video you are already producing for feeds, Stories, YouTube, and TikTok is the same asset, cut four ways. Production cost is lower and output is many times higher. That is how the brand beats scale with discipline instead of budget.
Quarterly location day, plus 2 to 3 short Tim clips off every Friday call.
Edit a clean horizontal master and pull the stills. Color reviewed before anything moves.
16:9 for YouTube, 9:16 for Reels / TikTok / Shorts / Stories, 4:5 for feed, 2:3 for Pinterest.
Drop into the weekly calendar against the channel matrix. Same story, every pipe.
Every veteran coffee brand claims authenticity. BoneFrog has a Navy SEAL founder who is in the work. Tim on camera, Tim in emails, Tim in founder content. Every Friday call should produce two to three short clips for the following week. That single habit feeds the engine more than any other.
The homepage opens dark, high-contrast, cinematic: one image or sequence that stops the visitor before a single word. No carousel, no promotional banners. Navigation is minimal and confident. As the visitor moves down, the register shifts from command to craft: product pages precise and considered, bag stories given the space they deserve.
Email and SMS run on Omnisend (both channels). Shopify handles transactional email only. Subscriptions run on Loop. The brand voice does not change between a memorial send and a product send; the posture does. Mission sends carry no Add to Cart. Commerce sends are direct and specific.
Tim's letters use the vintage founder-letter format: his voice, his signature, no CTA, no Add to Cart. The September 11 letter is the model. These are brand-layer, so names are allowed.
Short, specific, no urgency theater. One clear reason to tap. SMS carries the same voice rules as everything else: no exclamation points, no em dashes, BoneFrog spelled correctly.
Run every deliverable, on every channel, through this list before it ships.
Followers, likes, and engagement rate are vanity metrics until they convert. The Friday call reviews the numbers that move the business, not the numbers that feel good.
The constraint is acquisition. Every content decision is evaluated against one question: does this bring a new, right-fit buyer into the funnel, or keep the right ones close? If it does neither, it is not earning its place.