Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Knowledgeable and Trustworthy, Community-Focused and Inclusive, Empowering, Authentic and Real

Brand Values

• •Passion for Adventure
• •Community
• •Quality and Reliability
• •Customer Focus and Care
• •Local Expertise
• •Accessibility and Empowerment
• •Honesty

Best Practices

• •Empower Your Team: Ensure all staff, especially customer-facing ones, deeply understand and embody the brand's values of friendliness, passion, honesty, and community focus. Regular training and internal communication can reinforce this.
• •Tell Authentic Stories: Share genuine experiences – from staff adventures to customer highlights (with permission). Use real language that resonates with outdoor enthusiasts. Avoid overly corporate or generic messaging.
• •Be an Active Part of the Community: Continue engaging with the local Nelson Tasman outdoor scene through events, partnerships, and by providing valuable local insights. This reinforces authenticity and connection.
• •Prioritize Helpful, Honest Content: Whether it's product descriptions, blog posts, or social media updates, focus on providing genuine value, expert advice, and transparent information, true to the friendly, honest and we really, really care ethos.
• •Use We and Inclusive Language: Foster a sense of belonging by using language that speaks to a shared passion for the outdoors. Highlight the all-female team where appropriate, as it’s a unique and positively perceived aspect, while ensuring all communications are welcoming to everyone.

Social Perception

MD Outdoors is highly regarded by its customers and the local community. It's perceived as more than just a retail store; it's a community hub run by passionate, knowledgeable, and exceptionally helpful individuals. The all-female team is a notable and positively received aspect. Customers trust the advice and quality of gear offered. There's a strong sense of loyalty and appreciation from their customer base.

Copy Examples

• •Headline: Your Nelson Adventure Starts Here. Real Gear, Real Advice. Body: Dreaming of that next hike, climb, or camping trip? At MD Outdoors, we’re just as stoked about your adventures as you are! Our all-female team of outdoor fanatics is here to share local tips and help you find the perfect gear – because we use it ourselves. Come say hi, we’re your local adventure hub! Call to Action: Visit Us in Wakatu Square!
• •Headline: Gear Up & Get Out There with Confidence! Body: Don't let gear worries hold you back. We believe in 'buy once, buy well,' stocking only top-notch, trail-tested equipment. Whether you're a seasoned pro or just starting, we offer friendly, honest advice to empower your outdoor goals. Let's make your next trip unforgettable! Call to Action: Shop Our Hand-Picked Range Online.
• •Headline: More Than a Store, We're Your Outdoor Community. Body: MD Outdoors is where Nelson's adventure lovers connect! From gear hire for that spontaneous trip to inspiring local stories at our film festival, we're all about sharing the stoke. Join our events, learn new skills, and become part of the MD family. Call to Action: Check Out Our Events Calendar!
• •Social Media Post (with an image of a local trail): Text: This view never gets old! 😍 Who's hitting the trails around Nelson Tasman this weekend? Remember, we've got everything from hiking boots to PLB rentals to keep you safe and comfy. Swing by for a chat – we love hearing about your adventures! #MDOutdoorsNZ #NelsonAdventure #LocalTips
• •Product Description Snippet (for a new tent): Text: Just landed! This [Tent Name] is an absolute game-changer for your backcountry missions. We've personally put it through its paces in the Nelson Lakes and can vouch for its [Key Feature 1] and [Key Feature 2]. Lightweight, durable, and super easy to set up – meaning more time for soaking in those mountain views. Got questions? Our team of gear nerds is always happy to help you choose wisely!