Brand Tone

Aspirational, adventurous, and caring

Brand Values

• •Quality and Warmth
• •Timeless Style
• •Connection with Nature
• •Sustainability

Best Practices

• •Develop a Brand Voice Guide: Document the brand's tone (aspirational, adventurous, caring) and core values. This guide should be the foundation for all written content.
• •Emphasize Storytelling: Continue to weave the narrative of the Alaskan wilderness and the spirit of adventure into all communications. This differentiates the brand from more technically-focused competitors.
• •Use Consistent Taglines and Hashtags: Regularly use "STAY WARM, BE COOL." and branded hashtags like #DenaliOuterwear and #OneWithTheWinter to build brand recognition.
• •Focus on "You" and "Your": Address the customer directly in copy to create a more personal and caring connection. For example, "We've created the perfect coat for *your* little explorer."
• •Maintain a Premium Feel: The language should always reflect the high quality and premium positioning of the products. Avoid overly casual slang or grammar that could diminish the brand's perceived value.

Social Perception

Currently undefined for the general public due to name overlap, but for those who discover it, it's perceived as a premium, boutique children's outerwear company with a strong aesthetic, quality focus, and a target audience valuing investment in high-end products.

Copy Examples

• •Chasing the last light of a winter day. Our Sunset Dance puffer keeps the warmth in, so the adventure never has to end. #DenaliOuterwear #StayWarmBeCool
• •Inspired by the Alaskan wild. Crafted for your little explorer. Discover the winter-ready collection.
• •The Baby Classic Jacket isn't just a coat; it's a warm hug for the coldest days. Made with ultra-warm, lightweight down and a touch of timeless style, it’s designed to be their favorite piece for this winter and the next.
• •Winter’s calling. Is your little one ready? Gear up for snowy days and frosty nights with our collection of forever coats. Shop Now and get 10% off your first order.
• •Let them play a little longer. Our outerwear is built to withstand the elements, inspired by the rugged beauty of Denali itself. One with the winter.