Brand Tone

adventurous, reliable, and empowering

Brand Values

• •Freedom and Adventure
• •Reliability and Safety
• •Sustainability
• •Innovation
• •Preparedness

Best Practices

• •Lead with the Lifestyle, Support with the Specs: Always start by painting a picture of the experience Jackery enables (freedom, security, adventure). Follow up with the technical details (watt-hours, battery type, number of ports) that prove the brand can deliver on that promise.
• •Use 'Power' as a Verb for Empowerment: Frame 'power' as an action the customer takes. Phrases like 'Power your family,' 'Power your freedom,' and 'Power your essentials' are active and empowering, shifting the focus from the product to the user's capability.
• •Emphasize Peace of Mind and Reliability: In every relevant piece of copy, reinforce the ideas of safety, silence, and reliability. This is a key differentiator from traditional gas generators and builds trust, especially when targeting families and home backup users.
• •Showcase Real-World Scenarios: Use customer testimonials, influencer content, and relatable stories in your copy. Describing how a Jackery helped during a power outage or made a camping trip more comfortable is more compelling than just listing features.
• •Maintain a Balance Between 'Adventure' and 'Preparedness': Segment your messaging but ensure the core brand values are present in both. An ad for campers should still hint at reliability, and an ad for home backup can still use the adventurous and independent brand spirit. This creates a cohesive brand identity across all target audiences.

Social Perception

a leading, dependable, but premium-priced brand

Copy Examples

• •Don't just remember the moments, power them. From story time in the tent to morning cartoons in the wild, Jackery keeps your family connected. Power your next adventure, silently and safely. #FamilyCamping #JackeryAdventures
• •Storm clouds are gathering. Will your lights stay on? With the Jackery Solar Generator, you're not just hoping for the best—you're prepared for the worst. Power your fridge, charge your devices, and keep your family safe. No noise, no fumes, just reliable power when you need it most.
• •Your freedom is non-negotiable. Live, work, and explore on your terms with Jackery. Our solar generators deliver the reliable, portable power you need to cut the cord for good. Where will you go next? #VanLife #OffGrid #PowerYourFreedom
• •Crisp air, open roads, and endless power. Get ready for your fall adventures with up to 45% off select Jackery Solar Generators. From weekend getaways to full-time exploring, get the power you need for less. Shop now before the leaves—and the deals—are gone.
• •Engineered with a long-lasting LiFePO4 battery, the Explorer 2000 Plus is built for a decade of adventures. With an impressive 3,000 charge cycles and a 2000W output, it can run 99% of your appliances. It's not just a power station; it's a long-term investment in your energy independence.