Brand Tone

Authentic, Passionate, Expert, and Community-Oriented

Brand Values

• •Quality & Functionality
• •Expertise & Service
• •Passion
• •Community
• •Sustainability

Best Practices

• •Always frame communication from the perspective of an experienced user, leading with the 'why' (passion for the sport) before the 'what' (product features).
• •Maintain a personal, direct, and community-oriented tone by using "we" to represent the collective team experience and addressing the customer directly and informally.
• •Tell authentic stories that translate technical specifications into real-world benefits and experiences, mentioning how products were 'tested on our local mountains' to build credibility.
• •Regularly feature partnerships, local events, and stories from the local sports community to reinforce the brand's position as a central hub and build loyalty.
• •Ensure language always reflects a commitment to quality and durability, using words that convey reliability, trust, and long-term value to justify premium product offerings.

Social Perception

Perceived as a trusted local expert, a community hub, and an authentic, passion-driven business.

Copy Examples

• •Tested on our home trails, made ready for you. The new ORTOVOX HAUTE ROUTE 32 is here – because every seam and every buckle matters on a tour. Our conclusion? Perfect load distribution and smart access. Come by, we'll show you every detail.
• •Pain while running? Or just curious how to become more efficient? With our professional running analysis, we find the shoe that really fits you. Book your appointment now and start running. #BergsportSchachenmeier #Trailrunning
• •We know there is no bad weather, only unsuitable equipment. This jacket has been put through its paces by us – from drizzles in the pre-alps to stormy summit days. It delivers what it promises: absolute dryness, maximum breathability. An investment that pays off with every dry tour.
• •Community and movement belong together for us. That's why we are a proud partner of this year's company run! We are cheering for all the teams and will be on the sidelines for that final motivational push. Here's to a great event!
• •Why do we do this? Because we love being in the mountains ourselves. Every product in our store is one we haven't just seen in a catalog, but experienced on the rock, in the snow, or on the trail. Bergsport Schachenmeier is more than a store – it is our lived passion that we share with you.