Brand Tone

aspirational, expert, and encouraging

Brand Values

• •Quality and Durability
• •Expertise and Knowledge
• •Passion for the Outdoors
• •Sustainability
• •Community

Best Practices

• •Lead with Passion: Always anchor the copy in the love for "the better outdoor life." Every post, product description, and ad should reflect this core passion.
• •Speak as the Expert Guide: Use a confident, knowledgeable, and encouraging tone. Frame product information as expert advice that empowers the customer to make the best choice for their adventures.
• •Emphasize Quality and Longevity: Consistently highlight the durability, craftsmanship, and sustainability of the products. Use phrases like "built to last," "European quality," and "eco-friendly choice" to reinforce this value.
• •Be Inspirational but Grounded: While using aspirational language and imagery, keep the messaging practical. Connect the dream of adventure with the tangible benefits of the gear (e.g., "Stay dry and comfortable, so you can focus on the view").
• •Maintain a Consistent Voice Across All Channels: Ensure that the aspirational and expert tone is uniform, from the personal touch on Twitter to the instructional videos on YouTube and the product descriptions on the website. This creates a cohesive and trustworthy brand identity.

Social Perception

The brand is perceived as a specialized and knowledgeable retailer for serious outdoor enthusiasts, offering quality products and friendly service. It conveys an image of a reliable and passionate company dedicated to outdoor living, leveraging the widely understood concept of "het betere buitenleven."

Copy Examples

• •There's no such thing as bad weather. Only missed adventures. Don't let the forecast dictate your plans. With our 100% waterproof and eco-friendly gear, you're always prepared for the better outdoor life. Get out there and explore.
• •Engineered in Europe. Perfected in the wild. We believe in gear that lasts. That’s why we stock brands like Hanwag, with over a century of experience. Invest in quality, and let your equipment carry you further.
• •From the trail to the reef, your adventure starts here. Whether you're hiking, cycling, or diving, D • CENTER is your basecamp for quality gear and expert advice. Stop in and let's plan your next journey.
• •The Better Outdoor Life Isn't a Slogan. It's Our Promise. We live and breathe the outdoors. Our passion drives us to source only the best equipment, so you can be comfortable, protected, and free. Come experience the D • CENTER difference.
• •Your Custom Gear, Your Signature Adventure. Why settle for standard when you can have personalized? We offer customized apparel that’s as unique as your adventures. Design your own gear and make your mark on the outdoors.