Brand Tone

Friendly and Enthusiastic, Community-Oriented and Supportive, Curated and Trustworthy, Playful and Adventurous

Brand Values

• •Discovery and Exploration
• •Support for Local and Independent Businesses
• •Authenticity
• •Value and Affordability
• •Community and Connection
• •Inclusivity and Diversity

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., "Welcoming," "Playful," "Knowledgeable," "Supportive") and, just as importantly, adjectives it's *not* (e.g., "Exclusive," "Sarcastic," "Formal," "Generic"). Provide "do" and "don't" examples for phrasing.
• •Use "Local" Language: Incorporate colloquialisms or terms that resonate with the Oslo community (while keeping it accessible, as the guide is bilingual). This reinforces the "insider" feel.
• •Focus on "You" (the Customer): Frame benefits and descriptions around the user's experience and how Lysløypa enriches their exploration of the city. Make them the hero of their Oslo adventure.
• •Tell Stories (Even Small Ones): Briefly highlight what makes a featured business unique or the passion of its owners. This aligns with the value of supporting independent ventures and adds an emotional connection.
• •Maintain Enthusiasm and Positivity: The copy should consistently reflect a genuine excitement for Oslo and its offerings. Avoid overly critical or negative language, even when drawing comparisons. The tone should always aim to inspire discovery.

Social Perception

Positive, Gift-Worthy, Supportive of Local Economy, Engaging

Copy Examples

• •Unlock Oslo's best-kept secrets! 🗝️✨ Your Lysløypa guide is packed with discounts to 30 amazing local spots. Let the urban adventure begin!
• •Tired of the same old routine? Discover a new side of Oslo with Lysløypa! We've handpicked unique cafes, eateries, and cultural gems just for you – and your wallet will thank you too! #SupportLocalOslo
• •Be a tourist in your own city! 🗺️ Lysløypa is your insider pass to the coolest independent businesses Oslo has to offer. Great experiences, even better discounts. What are you waiting for?
• •Give the gift of Oslo exploration! 🎁 Lysløypa isn't just a book, it's an invitation to create memories at 30 unique local haunts. Perfect for the adventurer in your life (or for treating yourself!).
• •Join the Lysløypa community and fall in love with Oslo all over again! ❤️ We're all about celebrating the independent spirit and diverse flavors of our city. Grab your guide and let's explore together! #OsloLove #HiddenGems