Brand Tone

Adventurous & Aspirational, Practical & Informative, Passionate & Enthusiastic, Community-Oriented, Confident & Reassuring

Brand Values

• •Quality & Durability
• •Innovation
• •Adventure & Exploration
• •Customer Focus & Support
• •Passion for the Outdoors
• •Functionality & Practicality

Best Practices

• •Emphasize Adventure and Freedom: Consistently use language that evokes exploration, discovery, and the liberating experience of van life and overlanding.
• •Highlight Durability and Quality Craftsmanship: Always reinforce the robustness, reliability, and Canadian-made quality of the products. Use terms like 'expedition-grade,' 'built to last,' 'rigorously tested,' and 'handcrafted.'
• •Speak the Language of the Enthusiast: Use terminology and address pain points familiar to the overlanding and van conversion community (e.g., 'maximizing interior space,' 'harsh conditions,' 'worry-free travel').
• •Maintain a Confident yet Approachable Voice: Be authoritative about product benefits and quality, but also friendly and passionate, reflecting the founders' own enthusiasm.
• •Show, Don't Just Tell, with Visuals and Stories: Ensure website and social media copy is complemented by high-quality images and videos of the gear in action. Encourage and share user-generated content (customer adventures and builds) to reinforce authenticity and community.

Social Perception

Positive Product Reputation, Valued for Robustness, Good Customer Service (with some caveats), Canadian Made Quality, Premium/Niche Provider

Copy Examples

• •Headline: Your Sprinter. Limitless Horizons. Our Gear. Body: Don't just dream about remote landscapes. Conquer them. Backland Expedition Gear empowers your adventures with Canadian-made, expedition-grade equipment. Built tough, designed smart. Explore further. Call to Action: Gear Up Your Van.
• •Headline: Engineered for the Wild. Crafted in Canada. Body: From the Rockies to the coast, trust Backland to get you there and back. Our innovative van upgrades are torture-tested for durability, so you can focus on the journey, not the gear. Call to Action: Discover Our ClimateCore PODS.
• •Headline: More Than Parts. It's Peace of Mind. Body: Every Backland product is born from a passion for adventure and a commitment to quality. Sleep soundly, explore confidently, and make every weekend epic. Call to Action: Watch Our Product Demos.
• •Social Media Post: Image: Stunning van equipped with Backland gear in a remote, beautiful location. Caption: Tag a friend who needs this kind of escape! 👇 Our APEX Rock Sliders aren't just for looks – they're your van's best defense against the unexpected. Where is your Backland gear taking you next? #BacklandAdventures #SprinterVanLife #OverlandReady #BuiltForIt Call to Action: Shop Rock Sliders (Link in Bio).
• •Headline: Stop Dreaming, Start Doing. The Backcountry Awaits. Body: Your adventure rig is an investment. Equip it with gear that matches your ambition. Backland Expedition Gear offers the durability and innovation you need to push boundaries. Call to Action: Find an Authorized Dealer.