Brand Tone

Passionate, Community-Focused, Expert, Authentic, and Approachable

Brand Values

• •Community
• •Expertise & Quality
• •Passion for Running (especially Trail Running)
• •Customer Focus & Personalised Service
• •Local Connection & Environmental Appreciation
• •Mateship & Camaraderie

Best Practices

• •Speak Runner-to-Runner: Use language that resonates with running enthusiasts. Incorporate terms they understand and appreciate, but avoid overly technical jargon unless explaining a specific product feature clearly.
• •Emphasize Community & Connection: Regularly highlight social runs, local events, and customer stories. Use inclusive language like 'we,' 'us,' 'join our community.'
• •Show, Don't Just Tell, Expertise: Instead of just saying 'we're experts,' explain *how* (e.g., 'Our staff are passionate runners who test the gear themselves,' 'Get personalized gait analysis'). Share tips, advice, and insights through blogs, social media, and workshops.
• •Be Authentic & Passionate: Let the genuine love for running and the Blue Mountains shine through. Use enthusiastic and encouraging language. Share the 'why' behind the brand.
• •Maintain a Helpful & Approachable Voice: Encourage interaction, ask for feedback, and ensure communications are friendly and supportive, whether it's an email, social post, or website copy. Ensure that even under new ownership (Pace Athletic), the original BMRC spirit is communicated.

Social Perception

Respected Local Hub, Go-To for Expertise, Community Builder, Quality-Oriented

Copy Examples

• •Website Homepage Banner: 'Your Blue Mountains journey starts here. Gear up, get expert advice, and join a community as passionate about running as you are. Explore trails, conquer roads, and find your stride with BMRC.'
• •Social Media Post (promoting a social run): 'Lace up and share the trail! Our free Wednesday night social run is for everyone – all paces, all smiles. Come connect with fellow runners and experience the magic of the Blue Mountains on the move. Meet us at [Location], 6 PM. #BMRCRuns #BlueMountainsRunning #CommunityTrail'
• •Product Description (for a trail shoe): 'Tackle any Blue Mountains adventure with the [Shoe Name]. Built for rugged trails and ultimate comfort, our team of passionate runners has put these through their paces. Got questions? We’ve got answers and a perfect fit waiting for you in-store. Run with confidence.'
• •Email Newsletter Snippet (announcing a workshop): 'More than just a store, we're your running partners. This month, join our [Workshop Topic, e.g., 'Trail Navigation Basics'] workshop, led by local experts. Empower your run, connect with the community, and explore the stunning Blue Mountains like never before. Limited spots – sign up today!'
• •"About Us" Page Excerpt: 'Born from a love for the run and the rugged beauty of the Blue Mountains, BMRC is more than a store – it’s the heart of our local running family. We’re trail blazers, road warriors, and your biggest supporters, here to equip you with the best gear and advice for every step of your adventure.'