Brand Tone

Aspirational, empowering, confident, knowledgeable, slightly rugged, and community-oriented.

Brand Values

• •Innovation and Improvement
• •Resilience and Preparedness
• •Authenticity and Passion
• •Community

Best Practices

• •Lead with Empowerment: All copy, from product descriptions to social media captions, should empower the customer. Use strong, active verbs and focus on capability and conquering challenges.
• •Embrace the "Underdog" Story: Consistently weave in the narrative of being a small, passionate team taking on a big industry. This builds authenticity and a loyal following.
• •Balance Ruggedness with Community: While the core tone is tough and resilient, social media interactions should remain approachable and inviting. Encourage user-generated content and celebrate the community's adventures.
• •Educate, Don't Just Sell: Continue creating blog and video content that provides real value (e.g., survival tips, gear maintenance). This reinforces the brand's expertise and commitment to the lifestyle, not just the sale.
• •Maintain Visual and Verbal Consistency: Ensure that the rugged, high-quality imagery is always paired with copy that reflects the brand's core values of innovation, resilience, and authenticity. The visual and written identity should always be in sync.

Social Perception

Perceived as an innovative newcomer in the outdoor gear market, particularly for winter camping and "hot tenting." They are seen as a small brand with a passion for creating high-quality, functional gear, garnering credibility through positive reviews from influencers and forums. Their narrative as a small business challenging larger companies resonates with consumers who value authenticity and specialized design.

Copy Examples

• •The cold doesn't get a vote. With radiant heat technology that redefines winter camping, the Zeta 1 tent is your fortress against the freeze. Go farther. Stay warmer. Your adventure doesn't end when the snow begins.
• •Sunsets hit different when you've earned them. Shoutout to [user] for sharing this epic shot from their weekend in the wild. Where is your Ankhiale gear taking you next? #AnkhialeAdventures #FindYourInsideOutside
• •We're not a boardroom of suits. We're a handful of adventurers, designers, and dreamers from the Columbia River Gorge who got tired of gear that couldn't keep up. So we built our own. We're Ankhiale Outdoors, and we're just getting started.
• •Don't Just Survive Winter. Command It.
• •Your bug-out bag is missing something. From our hyper-efficient ferro rods to our new Zeta 1 hot tent, we build the gear that gets you through. Are you prepared for your next challenge?