Brand Tone

Inspirational & Empowering, Community-Focused, Adventurous & Outdoorsy

Brand Values

• •Individuality & Self-Expression
• •Quality & Functionality
• •Community
• •Adventure & Exploration

Best Practices

• •Always Circle Back to 'Follow Your Path': Ensure this core message or sentiment is woven into most communications, reinforcing the brand's primary ethos of individuality and self-discovery.
• •Foster a Sense of Community: Address your audience as part of the 'ZION Community.' Use inclusive language ('we,' 'us,' 'join us') and encourage interaction.
• •Balance Inspiration with Product Focus: While the inspirational message is key, clearly communicate product benefits and how they support the customer's 'path' (e.g., durability for adventure, style for self-expression).
• •Keep the language relatable and genuine, reflecting the brand's roots in self-expression and a supportive community.
• •Showcase customer stories and user-generated content featuring your products in action to build authenticity and social proof.

Social Perception

Customers perceive the brand positively, valuing product quality and design, especially for backpacks. The brand aims to be perceived as a movement or community, not just a clothing retailer.

Copy Examples

• •ZION: More than just gear, it's a movement. Follow Your Path.
• •Embrace the journey. Explore with ZION.
• •Define your own path. Join the ZION Community.
• •ZION is more than just a clothing brand; it's a community built on the foundations of individuality and self-expression.
• •Our mission is to empower you to embrace your unique journey and express your true self through our distinctive designs.