Brand Tone

Enthusiastic, Passionate, Accessible, Inclusive, Reliable, Trustworthy, Community-Oriented, Down-to-Earth, and Practical

Brand Values

• •Accessibility
• •Durability and Reliability
• •Passion for the Outdoors
• •Value for Money
• •Customer Focus and Service
• •Continuous Improvement and Development

Best Practices

• •Infuse copy with genuine enthusiasm for the outdoors. Use evocative language that describes the experience and thrill of adventure.
• •Clearly communicate the balance of quality and affordability. Highlight that enjoying the outdoors doesn't need to be an expensive pursuit.
• •Consistently mention the Scottish heritage and the rigorous testing of products, reinforcing their durability and dependability in challenging conditions.
• •Encourage interaction and sharing. Use inclusive language ("we," "us," "our community") and create opportunities for customers to connect with the brand and each other.
• •Avoid overly technical jargon where possible. Focus on the practical benefits and the positive experiences the gear enables, making it approachable for both experienced adventurers and newcomers.

Social Perception

Provider of Affordable Quality, Trusted for Outdoor and Military Gear, Engaged Community, Recognized for Durability

Copy Examples

• •Conquer the Wild, Not Your Wallet. At Highlander Outdoor, we believe adventure should be for everyone. Since 1985, our Scottish-tested gear has offered unbeatable durability and performance at prices that let you explore more. Gear up and get out there!
• •Scotland-Tested. Adventure-Approved. From the rugged Highlands to your next trail, trust Highlander Outdoor. Our equipment is born from a passion for the wild and built to withstand whatever nature throws your way. Feel good, stay safe, explore your world.
• •Your Journey Starts Here. Affordable Gear for Every Explorer. Don't let expensive kit hold you back. Highlander Outdoor provides reliable, high-value clothing and equipment designed by enthusiasts, for enthusiasts. Adventure is in our DNA – let us be part of yours.
• •Built for the Elements. Designed for You. Since 1985, we've been crafting outdoor gear that works. Whether you're camping, hiking, or tackling a new challenge, our products deliver the reliable performance you need, without breaking the bank. Experience quality you can trust.
• •Join the Highlander Community. Share Your Adventure. We're more than just gear; we're a family of outdoor lovers. Tag us in your photos @highlanderoutdoor and show us where our kit takes you! Get inspired and gear up for your next escape.