Brand Tone

authoritative, resilient, and adventurous

Brand Values

• •Durability and Performance
• •Innovation
• •Heritage and Authenticity (Canadian Roots)
• •Real-World Testing & Proven Reliability
• •Empowerment and Confidence
• •Commitment to Community & Environment (Emerging)

Best Practices

• •Prioritize Performance and Technical Language: Consistently use terms that speak to durability, advanced technology, insulation, and protection from extreme elements (e.g., "Arctic Rated," "B-Tek™ insulation," "Real-World Tested™").
• •Emphasize Canadian Heritage and Authenticity: Regularly reference "Born in the North," "Engineered in Canada," and the brand's 1979 origins to reinforce trust and the brand's deep understanding of cold weather.
• •Show, Don't Just Tell, Resilience: Incorporate stories of expeditions, adventurers, and real-world testing to demonstrate the product's capabilities rather than just stating them. Use active, confident language.
• •Maintain an Authoritative yet Empowering Voice: Speak with confidence about product capabilities, assuring customers that Baffin gear enables them to face extreme conditions safely and comfortably. The tone should be an expert guide, not an unapproachable authority.
• •Visually Align Tone: Ensure imagery and video content consistently reflect the rugged, adventurous, and often harsh environments Baffin products are designed for, reinforcing the copy's message of resilience and performance.

Social Perception

Highly Regarded for Warmth and Durability, Seen as a Go-To for Extreme Conditions, Trusted Brand, Function Over Fashion (Generally), Good Customer Service, Associated with Quality and Investment

Copy Examples

• •Headline: Born in the North. Proven Where Others Won't Dare. Body: Since '79, Baffin has been engineered for the planet's most extreme conditions. Our Real-World Testing™ means your pursuit of adventure never has to pause for the cold. Trust Baffin. Conquer the elements.
• •Social Media Post (Image: Stunning Arctic landscape with someone wearing Baffin boots): The Arctic doesn't compromise. Neither do we. Baffin footwear: relentless warmth, unyielding durability. Where will your Baffins take you? #BornInTheNorth #ExtremeCold #AdventureGear
• •Product Description Snippet (for a new extreme cold boot): Introducing the Apex IceLocker Pro: Featuring our 8-layer B-Tek™ insulation and Arctic Rubber™ outsole, field-tested on polar expeditions. When sub-zero is the forecast, the Apex is the answer. Maximum protection. Zero doubt.
• •Brand Story Snippet: It started in Stoney Creek, Canada, with a mission: to craft footwear that laughs in the face of blizzards. Over 40 years later, that mission drives every stitch, every innovation. Baffin: Canadian engineered, globally trusted.
• •Email Subject Line: Don't Just Endure Winter. Master It with Baffin. Email Body Preview: Cold is our calling. Performance is our promise. Explore our latest collection, Real-World Tested™ for your most demanding adventures.