Brand Tone

Authentic, Relatable, Inspirational, Aspirational, Helpful, Informative, Friendly, Approachable, Humorous (in merchandise)

Brand Values

• •Family
• •Freedom & Adventure
• •Authenticity & Realness
• •Community & Connection
• •Love for Nature & Outdoors
• •Empowerment
• •Quality (for products)

Best Practices

• •Always Speak from Authentic Experience: Root your copy in genuine family stories, challenges, and learnings. Use "we" and share personal anecdotes where appropriate. This reinforces trustworthiness and relatability.
• •Balance Inspiration with Practicality: While showcasing the dream of vanlife, ensure your copy also provides tangible, helpful advice and solutions that empower your audience to take action.
• •Maintain a Friendly, Conversational, and Inclusive Voice: Write as if you're talking to a friend or a fellow member of the camping community. Avoid overly technical jargon unless explaining something specific and always keep it accessible. Ensure your language is welcoming to all types of families and campers.
• •Incorporate Visual Storytelling Cues: Even in text, evoke the imagery and feelings of vanlife – freedom, nature, family connection, adventure. Use descriptive language that paints a picture.
• •Segment Tone Slightly for Different Offerings (While Keeping Core Values): * Educational Products (Courses, Handbooks): Emphasize helpfulness, expertise, and empowerment. The tone can be slightly more instructional but still friendly and encouraging. * Merchandise (Apparel, Accessories): Allow for more humor, wit, and expressions of passion for camping and the outdoor lifestyle, reflecting the designs themselves. * Blog/Social Media: A blend of inspirational, authentic storytelling, and community engagement. This is where the "day in the life" and personal connection shine.

Social Perception

Positive & Trustworthy, Inspirational Source, Helpful Resource, Community-Oriented

Copy Examples

• •Instagram Post (Image: Family laughing by a campervan at sunset): Sunsets by the van, stories under the stars ✨. These are the moments that fuel our family adventures. Want to create your own unforgettable memories? Our 'Vanlife Starter Academy' shows you how, step-by-step. Link in bio to begin your journey to freedom! #CampingFamilie #VanlifeDreams #FamilyAdventure #DigitalNomadFamily #TravelWithKids
• •Product Description (For "Das Vanlife Handbuch"): Overwhelmed by where to start with vanlife? We've been there! That's why we poured all our family's learning, tips, and real-life hacks into 'Das Vanlife Handbuch.' From choosing your van to a kid-friendly packing list – it’s your friendly guide to hitting the road with confidence. Let's make your family vanlife a reality! #VanlifeHandbook #CampingGuide #FamilyCamping #AdventureAwaits
• •Email Newsletter Snippet: Hey [Name], ever feel that itch for open roads and campfires? 🔥 This week on the blog, Lukas shares our top 5 rookie mistakes when we first started vanlifing (and how you can avoid them!). Plus, check out our new cozy hoodie design – perfect for those chilly evenings! Read the post & shop the look here: [Link] Your friends, The Camping Familie #RealVanlife #TravelTips #CampingGear
• •Facebook Ad (Targeting parents interested in travel): Trading screen time for sunshine! ☀️ Discover how family vanlife can bring you closer and create memories that last a lifetime. Our family of three has been living the dream since 2019, and we're here to share our secrets. Download our FREE guide: 'Top 10 Tips for Happy Camper Kids'! #FamilyTravel #VanlifeWithKids #CampingFamilie #MakingMemories #OutdoorFamily
• •Website Homepage Headline for Merchandise: Wear Your Adventure! 🏕️ From witty tees that speak your camping soul to cozy hoodies for campfire nights – our gear is made for families who live for the outdoors. Printed with love in Germany. Find your new favorite camping companion! #CampingApparel #VanlifeStyle #OutdoorLovers #CampingHumor