Brand Tone

Inspirational & Evocative, Authentic & Genuine, Passionate & Enthusiastic, Customer-Centric & Reassuring, Knowledgeable & Informative

Brand Values

• •Authenticity
• •Connection
• •Sustainability
• •Passion
• •Excellence
• •Discovery

Best Practices

• •Create and Adhere to a Brand Voice Guide: Document the core elements of Discover Okta's tone (inspirational, authentic, passionate, customer-centric, knowledgeable). Include examples of 'do's and don'ts' and preferred vocabulary. This guide should be the cornerstone for all content creators.
• •Prioritize Authentic Storytelling: Focus on narratives that highlight genuine experiences, cultural connections, and the transformative power of travel, rather than just listing destinations or services. Use vivid, sensory language.
• •Speak Directly to the Traveler's Aspirations: Use 'you-centric' language that addresses the traveler's desires for adventure, connection, and authenticity. Frame benefits from their perspective.
• •Consistently Weave in Core Values: Ensure that messages subtly or overtly reinforce values like authenticity, sustainability, and connection. For example, highlight eco-friendly partners or community-based tourism aspects.
• •Conduct Regular Content Audits: Periodically review all communication channels (website, social media, emails, ads) to ensure the tone remains consistent and aligned with the brand's identity and values. Refine as needed.

Social Perception

Positive & Aspiring, Trustworthy Provider of Authentic Experiences, Culturally Aware & Responsible, Engaging & Approachable

Copy Examples

• •Instagram Post Caption (Image: Traveler engaging with a local artisan in Morocco): More than a vacation, it's a connection. ✨ Discover Okta journeys take you to the heart of local life, where traditions are shared, and stories unfold. Ready for your authentic Moroccan chapter? #DiscoverOkta #AuthenticTravel #Morocco #CulturalImmersion #TravelDeep (Tone: Authentic, Connection-focused, Inspirational)
• •Facebook Ad (Targeting: Individuals interested in adventure travel in Costa Rica): Headline: Costa Rica: Unfiltered Adventure Awaits. Body: Tired of the tourist trail? Discover Okta crafts Costa Rican adventures that immerse you in true Pura Vida. From misty rainforest treks to vibrant local markets, experience the soul of Costa Rica with experts who care. Plan your escape: [Link] (Tone: Adventurous, Authentic, Customer-centric)
• •TikTok Video Script Snippet (Fast-paced montage of unique food experiences from Japan): Voiceover (upbeat): Sushi? Yes! But Japan is SO much more. 🍜 Street food secrets? Hidden local eats? We got you! Taste the REAL Japan with Discover Okta! #DiscoverOkta #JapanFood #TravelJapan #AuthenticEats #FoodieTravel (Tone: Energetic, Fun, Authentic)
• •Email Newsletter Subject Line & Opening (Promoting Italian itineraries): Subject: Italy Isn't Just a Place, It's an Experience. Discover Its Soul with Us. Opening: Dear [Name], Imagine an Italy where every moment feels like a cherished memory in the making. At Discover Okta, we move beyond the landmarks to help you truly connect with the passion, flavors, and beauty of authentic Italy... (Tone: Evocative, Passionate, Customer-centric)
• •Website 'Why Choose Us?' Section Snippet: At Discover Okta, we don't just plan trips; we craft transformative journeys. Our commitment to authentic experiences, sustainable practices, and meticulous planning means you can explore the world with confidence and connect with its wonders on a deeper level. Your adventure, elevated. (Tone: Reassuring, Value-driven, Passionate)