Brand Tone

Enthusiastic & Passionate, Knowledgeable & Authoritative, Friendly & Approachable, Helpful & Customer-Oriented, Slightly Humorous/Witty

Brand Values

• •Expertise & Quality
• •Customer Service
• •Passion for Exploration & Adventure
• •Community & Heritage
• •Comprehensive Resource

Best Practices

• •Embrace Enthusiasm: Let genuine passion for exploration, travel, and cartography shine through. Use vivid and engaging language that reflects the excitement of adventure.
• •Showcase Expertise Subtly: While highlighting knowledge and the quality of products (like up-to-date charts), avoid overly technical jargon unless appropriate for a specific audience. Explain benefits clearly.
• •Maintain a Helpful and Approachable Voice: Write as if you're offering friendly advice to a fellow enthusiast. Encourage questions and interaction. Position the brand as a supportive partner in their adventures.
• •Inject Personality (and a Dash of Humor Where Appropriate): Reflect the slightly quirky and personal touch seen in the "About Us" page, making the brand feel human and relatable.
• •Focus on the "Why": Connect products to the experiences they enable – the joy of discovery, the confidence of safe navigation, the thrill of exploring new places. Sell the adventure, not just the map.

Social Perception

Highly Regarded, Trusted Experts, A "Go-To" Destination, More Than Just a Shop, Resilient

Copy Examples

• •Headline: Your Next Adventure Starts Here. Body: Don't just dream about it, navigate it! At The Chart & Map Shop, find everything from the latest Hema 4WD maps to meticulously corrected nautical charts. Our experts are ready to guide you.
• •Headline: Lost? Never Again. (Unless You Want To Be!) Body: Whether you're charting a course across the Indian Ocean or exploring Australia's rugged backcountry, our unparalleled collection of maps, guides, and GPS tech will keep you on track. Got a question? Just ask our passionate team!
• •Headline: More Than Just Lines on Paper. Body: For over 20 years, we've been Fremantle's compass. Discover a world of adventure with Australia's largest range of charts, globes, and travel books. We're the world's most awesome peddler of discovery – come see why!
• •Headline: Fuel Your Wanderlust. Body: From detailed topographic maps for your next hike to essential pilot books for safe voyages, The Chart & Map Shop is your trusted co-pilot. Shop online or visit our Fremantle treasure trove.
• •Headline: Chart Your Course to Perfection. Body: Every nautical chart we sell is corrected up to the day you buy it, because your safety and success on the water is our priority. Dive into our extensive collection and sail with confidence.