Brand Tone

Passionate, Aspirational, and Community-Centric

Brand Values

• •Authenticity
• •Quality and Style
• •Passion for Climbing
• •Community

Best Practices

• •Always Speak from a Climber's Perspective: Use terminology and refer to experiences that resonate with climbers (e.g., "the send," "the crux," "projecting"). This reinforces authenticity.
• •Balance Aspiration with Inclusivity: While showcasing high-level climbing is inspiring, ensure the messaging remains welcoming to climbers of all levels. Emphasize the shared passion, not just elite performance.
• •Prioritize Storytelling: Don't just sell products; tell the stories behind them. Who designed it? What climb inspired it? Who is wearing it? This builds a deeper emotional connection.
• •Make the Community the Hero: Actively encourage and feature user-generated content. Use phrases like "Join Team Blockhütte" or "Your next adventure starts here" to make the customer feel like part of the brand's journey.
• •Maintain a Consistent Visual and Textual Tone: The adventurous, clean, and passionate tone of the copy should always match the high-quality, aspirational aesthetic of the photos and videos. This creates a strong, cohesive brand identity.

Social Perception

Positive, supportive, and engaged; perceived as an authentic core part of the climbing community.

Copy Examples

• •From the crag to the city, and back. Our new [Product Name] tee is designed for the moments in between —crafted with 100% organic cotton for comfort that lasts long after your session ends. Built by climbers, for the rest of your life. #TeamBlockhütte #ClimbInStyle
• •That next hold. The final move. The send. We know the feeling. It's what drives us. It's why we create gear that moves with you, not against you. Discover the collection that’s fueling the passion. Shop Blockhütte now.
• •**The Summit Collection Is Here.** Inspired by the textures of granite and the spirit of the mountains. This is more than apparel. It’s a piece of the passion that pushes us higher. Explore the new arrivals.
• •Grip when it matters most. @[Climber_Handle] trusting our chalk bag on the crux of '[Route_Name]'. Tag us in your sends to join #TeamBlockhütte!
• •**Subject: It's More Than a Hobby...** It’s a lifestyle. This week, we're celebrating the community that makes Blockhütte possible —you. Check out our latest blog post featuring climbing tips from the team and see the gear that's helping us all reach new heights. Thanks for being part of the family.