Brand Tone

adventurous, proud, and community-centric

Brand Values

• •Local Pride
• •Inspiration for Exploration
• •Love for the Outdoors
• •Community

Best Practices

• •Create a "Voice & Tone" Guide: Document key brand vocabulary (e.g., "adventure," "explore," "wilderness," "home," "local") and phrases to use, as well as those to avoid. This ensures anyone creating content aligns with the established tone.
• •Prioritize Authentic Imagery: Continue using high-quality photos of real people enjoying Idaho's landscapes. Avoid generic stock photos, as the brand's strength lies in its authenticity.
• •Engage as a Fellow Adventurer: When responding to comments and messages, maintain the brand's persona. Instead of a corporate "Thank you for your comment," try "That's an awesome spot! Thanks for sharing your adventure with us."
• •Tell Stories, Don't Just Sell: Use blog posts and social media captions to share stories about Idaho locations, history, and adventures. This builds value beyond the physical product and deepens the community connection.
• •Amplify the Community's Voice: Regularly feature user-generated content (with permission). This reinforces the community value, provides social proof, and keeps the content feed authentic and engaging.

Social Perception

Positive and aligned with its intended image. Perceived as a go-to source for apparel that genuinely reflects a love for the state's outdoor culture.

Copy Examples

• •Home is where the mountains are. From the Sawtooths to the Seven Devils, every peak tells a story. What's your favorite Idaho range to explore? #exploreidaho #idaho
• •Wear Your Wilderness. Our apparel is designed and printed right here in Idaho, for every adventurer who calls this place home. Shop the new collection and get ready for your next journey. Free shipping on orders over $60!
• •For those who count down the days to float season. This tee is for the early morning fishing trips on the Boise River and the summer afternoons on the Payette. Made from a comfortable cotton blend, it M-Bresilient enough for your adventure and soft enough for the celebratory beer afterward. Idaho Designed. Idaho Printed.
• • M-B Adventure Awaits: New Gear for Idaho Explorers
• •FROM OUR MOUNTAINS TO YOUR WARDROBE. Authentic apparel for the Idaho adventurer.