Brand Tone

Encouraging & Supportive, Approachable & Friendly, Passionate & Authentic, Community-Focused.

Brand Values

• •Community
• •Inclusivity
• •Passion
• •Expertise & Guidance
• •Recreation & Well-being

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Always use a warm, approachable tone. When giving advice, keep it simple, clear, and encouraging. Avoid overly technical language unless you explain it in an easy-to-understand way.
• •Lead with "You" and "We": Frame your copy around the customer ("Your goals," "How you feel") and the community ("We believe," "Join us"). This fosters a personal connection and reinforces the sense of belonging.
• •Celebrate All Forms of Progress: Acknowledge and celebrate every type of achievement, not just race wins. Highlight the courage to start, the consistency of showing up, and the joy of a beautiful run. This reinforces the value of inclusivity.
• •Tell Authentic Stories: Share genuine stories from your staff, your customers (with permission), and your community runs. Authentic narratives are more powerful than any generic marketing message and build a stronger, more passionate audience.
• •Keep it Positive and Encouraging: Your copy should be a source of motivation. Even when addressing challenges (like injuries or bad weather), frame it with a supportive and optimistic perspective, offering solutions and encouragement.

Social Perception

The brand is perceived as a trusted local hub, with knowledgeable and helpful staff, offering a high-quality and welcoming atmosphere, and is a strong community builder.

Copy Examples

• •Instagram Post: "That feeling of lacing up for a new adventure. The new [Shoe Model] just hit our shelves, and it’s begging to explore some trails with you. Built for grip, comfort, and embracing the mud. Ready to find your next path? Come say hi and let’s talk trails! #ForrestRunning #TrailRunning #NewGear"
• •Website Homepage Banner: "Run With Us. Your Pace is Our Pace. Whether you're chasing a new personal best or just looking for a reason to get outside, our weekly group runs are for you. All levels, all smiles, always. Join the Forrest family this week."
• •Facebook Event Description: "Free Beginner's 'First 5K' Running Clinic. Thinking about running your first 5K? We've got your back! Join us for a fun, pressure-free clinic where we'll cover everything from finding the right shoe to basic form and building a simple training plan. No question is too small. Our goal is to make you feel confident and excited for your running journey. Let's start this together!"
• •Email Newsletter Subject Line: "Ready for Sunny Miles? Gear up for warmer weather with our top picks for comfort and performance. Hey [Customer Name], the days are getting longer and the trails are calling. We’ve handpicked our favorite lightweight and breathable gear to make your spring and summer runs the best yet..."
• •In-Store Signage: "The Perfect Shoe is a Conversation. Your feet are unique. Your goals are personal. Let's chat about where you're running and how you want to feel. Our team is here to listen and help you find the perfect fit to carry you through many happy miles."