Brand Tone

Adventurous & Fun-loving, Authentic & Down-to-Earth, Passionate & Enthusiastic, Eco-conscious & Responsible, Community-Oriented & Welcoming

Brand Values

• •Adventure & Exploration
• •Fun & Enjoyment
• •Environmental Stewardship & Conservation
• •California Lifestyle
• •Quality & Authenticity
• •Community & Giving Back

Best Practices

• •Embrace "Adventurous Authenticity": Always lead with the spirit of adventure, but keep it grounded and real. Share genuine experiences and avoid overly corporate or generic language. Let the passion for the California lifestyle shine through.
• •Use "California Casual" Language: Incorporate a relaxed, friendly, and approachable tone. Use words that evoke the sun, surf, and a carefree vibe. Contractions and slightly more informal phrasing can work well, but maintain clarity and professionalism.
• •Highlight "Eco-Conscious Fun": Whenever relevant, weave in the commitment to environmental protection, but do it in an uplifting and positive way. Show that being eco-friendly is part of the fun and adventure, not a chore.
• •Focus on "Shared Experiences": Frame adventures and products around the idea of creating memories and sharing the California lifestyle. Use inclusive language ("we," "us," "join us") to foster a sense of community.
• •Be "Visually Evocative": Use descriptive language that paints a picture of the California coast, the thrill of the adventures, and the feel of their products. Appeal to the senses and help the audience imagine themselves experiencing what Everyday California offers.

Social Perception

Customers generally perceive Everyday California as a provider of fun and memorable ocean adventures, particularly their La Jolla kayak tours. They are seen as knowledgeable about the local marine environment and committed to safety. The brand is associated with the desirable California coastal lifestyle – outdoorsy, active, and laid-back. Their commitment to environmental conservation and community support is a positive aspect of their image. The apparel line is seen as reflective of this lifestyle, with a focus on casual, beach-inspired comfort and style. There's an appreciation for the founders' story and the brand's local roots.

Copy Examples

• •Headline (Adventure Tour): Dive into the Real California. Explore La Jolla's Seven Sea Caves with us – where adventure meets the ocean. #EverydayCalifornia #SeaCaveAdventures
• •Social Media Post (Apparel): Sun-kissed days and salty hair. Our latest collection is designed for those perfect California moments, from dawn patrol to sunset bonfires. Live the lifestyle. #CaliforniaStyle #BeachLife
• •Product Description (Reef-Safe Sunscreen): Protect your skin, protect our reefs. Our mineral sunscreen is made with nature in mind, so you can soak up the California sun responsibly. Adventure on, worry-free. #ReefSafe #EcoFriendly
• •Brand Story Snippet (Website About Us): It started with a couple of kayaks and a dream: to share the real California with the world. Today, we're still all about making fun happen, creating gear that lasts, and giving back to the ocean that gives us everything. Join our adventure. #CaliforniaDream #OceanLovers
• •Promotional Email (Seasonal): Your California escape is calling! Whether you're carving waves, exploring hidden coves, or just chilling by the fireside, gear up with Everyday California and make this season unforgettable. Adventure awaits. #MakeFunHappen #ExploreMore