Brand Tone

Friendly and Approachable, Knowledgeable and Expert, Adventurous and Inspirational, Community-Oriented, Trustworthy and Reliable

Brand Values

• •Quality
• •Family
• •Customer Service
• •Passion for the Outdoors
• •Innovation
• •New Zealand Focused

Best Practices

• •Emphasize Family & Heritage: Consistently weave the "family-owned since 1979" narrative into communications to build trust and relatability. Use phrases like "from our family to yours."
• •Showcase Expertise Authentically: Share practical tips, how-to guides, and product knowledge stemming from real camping experience. Encourage staff to share their passion and expertise.
• •Foster a Sense of Community: Actively engage with customers on social media, share their stories and photos (with permission), and use a welcoming, inclusive tone.
• •Be Genuinely Enthusiastic and Passionate: Let the love for the outdoors shine through in your language. Use positive, encouraging, and slightly adventurous wording.
• •Maintain a Helpful and Approachable Demeanor: Whether it's an online inquiry or an in-store visit, ensure interactions are friendly, patient, and focused on helping the customer find the right solution for their needs, reinforcing the commitment to personal service.

Social Perception

Dwights Outdoors is generally perceived as a reputable and reliable source for camping gear in New Zealand. Customers value the quality and durability of their products, particularly tents, and often mention good customer service. The brand is seen as a knowledgeable authority in camping, backed by decades of experience and a family-run ethos. They are considered a good option for families and both new and experienced campers. Their local roots and focus on New Zealand conditions resonate well with customers.

Copy Examples

• •Headline: Create Lasting Memories: Dwights Outdoors - Equipping Kiwi Families for Adventure Since 1979. Body: From backyard campouts to epic backcountry journeys, our family has been helping yours explore the best of New Zealand for over 40 years. Discover quality gear, expert advice, and everything you need for your next unforgettable trip. #DwightsOutdoors #FamilyCampingNZ
• •Headline: Built Tough for Kiwi Weather. Trusted by Generations. Body: Don't let unpredictable weather spoil your adventure! Our tents are designed in New Zealand, for New Zealand conditions, and personally tested by our family. Experience the Dwights Outdoors difference in quality and durability. #NZMadeForNZWild #CampingGearYouCanTrust
• •Headline: Your Adventure Starts Here. Expert Advice, Friendly Service. Body: Not sure which sleeping bag is right for you? Need tips on setting up your new family tent? Our team of experienced campers is here to help! Visit us in-store or online for personalized advice to make your outdoor experience amazing. #DwightsExperts #OutdoorAdventureNZ
• •Headline: More Than Just a Store, We're Your Camping Family. Body: Join the Dwights Outdoors community! Share your adventures #DwightsAdventures and get inspired by fellow Kiwi campers. We’re passionate about the outdoors, just like you. Let's explore together!
• •Headline: Quality Gear That Doesn't Break the Bank. Innovation You Can Rely On. Body: For over four decades, we've been committed to providing innovative, high-quality camping equipment at competitive prices. Get the best value for your outdoor adventures with Dwights Outdoors. #QualityCampingGear #DwightsInnovation