Brand Tone

Educational & Informative, Humorous & Quirky (with a serious undertone), Authentic & Transparent, Community-Focused & Inclusive, Enthusiastic & Stoked, Direct & No-Nonsense (when it comes to safety and facts)

Brand Values

• •Helpfulness
• •Reliability
• •Stoke & Passion
• •Knowledge Sharing & Education
• •Safety & Gear Integrity
• •Community
• •Transparency
• •Continuous Improvement & Curiosity

Best Practices

• •Embrace "Educational Entertainment": Combine solid, well-researched information with an engaging, often humorous, and enthusiastic delivery. Think: "Learn valuable stuff while having a bit of a laugh (and maybe a healthy dose of respect for physics)."
• •Be Authentically Nerdy & Passionate: Don't shy away from technical details, but explain them in an accessible way. Let the genuine passion for the sports and the gear shine through. Use language that resonates with the community ("stoke," "send it," "bomber").
• •Prioritize Safety Through Knowledge: Even when being humorous, the underlying message should always reinforce safety and responsible practices. The "How NOT 2" concept is about learning to do things *right* by understanding the wrong ways and the reasons behind failures.
• •Maintain Transparency and Honesty: If you made a mistake in a test, own it. If a product has limitations, state them clearly. This builds trust, which is crucial when dealing with life-supporting gear.
• •Foster Community and Dialogue: Use inclusive language ("we," "us," "the community"). Ask questions, invite feedback, and acknowledge the expertise of others. Position the brand as a hub for learning and sharing within the adventure sports world.

Social Perception

Trusted Resource, Educational & Myth-Busting, Community-Oriented, Engaging & Entertaining, Sometimes Controversial/Debated, Supportive Customer Service, Innovative

Copy Examples

• •Website Banner for a New Course: "Stop wondering 'what if?' and start knowing 'how to.' Our new [Course Name] course breaks down [Specific Skill] so you can send it safely. No fluff, just facts, and maybe a few explosions (the controlled kind). Enroll now and get stoked!"
• •Social Media Post (Instagram/Facebook) for a Gear Test Video: "We took the [Product Name] and did things your momma warned you about. Why? Because knowing how NOT to use it is just as important as knowing how. Click the link in bio for the full break test carnage and the nerdy science behind it. #GearFearNoMore #HowNot2Test"
• •Product Description for a Piece of Safety Gear: "This [Gear Name] isn't just a piece of metal/fabric; it's your partner in vertical adventures (or horizontal, if you're into that sketchy traverse). We've pulled it, whipped it, and generally abused it (see video [link]) so you can trust it. Built reliable, because gravity is always on duty. Specs below for the gear nerds."
• •Email Newsletter Subject Line: "Oops, We Broke It (Again)... For Science! 🤓 + New Goodies in Store!" Email Snippet: "Hey [Name], ever wondered just how much force that widget can actually take before it screams 'uncle!'? Well, we did. This week, Ryan and the team put [Product Type] through the wringer. The results might surprise you (or confirm your deepest fears – just kidding... mostly). Click here for the full breakdown and to see what NOT to do. P.S. We also just dropped some awesome new [Gear Category] in the store that *didn't* break (yet)."
• •TikTok Video Intro (Spoken): "Alright, you adrenaline junkies! Ever looked at a [piece of gear] and thought, 'Can I *really* trust my life to this?' We're here to answer that, How NOT 2 style! Today, we're [doing X ridiculous but informative test]. Don't try this at home... watch us do it first!"