Brand Tone

Friendly, encouraging, knowledgeable, passionate, community-oriented, supportive, and approachable.

Brand Values

• •Community
• •Expertise & Quality
• •Passion for Running
• •Inclusivity & Support
• •Health & Wellness
• •Local Focus

Best Practices

• •Speak Like a Fellow Runner: Use language that resonates with runners. Share relatable experiences, challenges, and triumphs. Be encouraging and avoid overly corporate or salesy jargon.
• •Emphasize 'We' and 'Community': Consistently reinforce the idea that AARC is a community hub. Use words like 'we,' 'us,' 'together,' and highlight shared experiences.
• •Showcase Expertise Through Helpfulness: Don't just state you're experts; demonstrate it by providing valuable tips, insights, and clear explanations for services like gait analysis or shoe technology. Frame expertise as a way to help customers run better and safer.
• •Maintain Positivity and Enthusiasm: Running can be challenging, so the brand's voice should be a source of motivation and positivity. Celebrate achievements (big or small) and maintain an upbeat, passionate tone.
• •Be Genuinely Local: Weave in references to Ann Arbor, local landmarks, events, and the specific needs or interests of the local running scene. This reinforces authenticity and connection.

Social Perception

Ann Arbor Running Company is viewed as a highly reputable, trusted, and essential resource for the local running community. It's seen as more than just a retail store; it's a hub for advice, support, and connection. The staff's expertise and personalized attention are highly valued.

Copy Examples

• •Lace up and join the AARC family this Saturday for our weekly group run! All paces, all faces – just good vibes and great miles through beautiful Ann Arbor. Let's run together! #RunAARC #CommunityMiles #AnnArborRunning
• •Stop wondering, start running smarter. Our free gait analysis helps you find the perfect shoe for your unique stride. Visit our AARC experts today and feel the difference. Your feet will thank you! #RightShoePromise #ExpertFit #RunPainFree
• •That finish line feeling. That sunrise solo run. That shared laugh on the trail. We live for these moments too. Whatever your 'why,' we're here to fuel your run. #AARCLoveToRun #PassionForMiles #YourRunningPartner
• •Fresh kicks just hit the shelves! 👟 The latest [Brand Name Model X] is here at AARC, ready to take your runs to the next level. Come try a pair and let our team help you find your perfect match. #NewGear #AnnArborRunningCompany #RunHappy
• •Dreaming of that 5K, 10K, or marathon? Our Run Ann Arbor Training Programs are designed to get you there, with expert coaching and an amazing support crew. Sign up now and let's chase those goals together! #AARCTraining #RunStrong #GoalGetters