Brand Tone

Expert, Personable, and Trustworthy

Brand Values

• •Quality and Durability
• •Exceptional Customer Service
• •Local Roots and Community
• •Convenience and Trust

Best Practices

• •Lead with Expertise and Quality: Always start communications by highlighting the quality, durability, or a key functional benefit of the product. Use phrases like 'Built to last,' 'Expertly crafted,' and 'Trusted by travelers.'
• •Incorporate the Local Identity: Regularly mention Guelph and the store's physical location (e.g., 'Your local travel experts on Quebec Street'). This reinforces the brand’s community roots and distinguishes it from online-only competitors.
• •Adopt a Personal, 'We' Voice: Write as if the owner or a knowledgeable team member is speaking directly to the customer. Use 'we recommend,' 'we can help,' and 'visit us' to create a personal and inviting tone, mirroring the in-store experience.
• •Show, Don't Just Tell, Customer Service: Instead of just saying 'great service,' use testimonials and stories in your marketing. For example, 'See why customers like Jane trust us for all their travel needs,' followed by a positive review.
• •Focus on Solutions and Advice: Frame content around solving travel problems. Instead of 'Selling luggage,' use 'Helping you pack smarter for your next adventure.' This reinforces the brand's value as an expert advisor, not just a retailer.

Social Perception

Highly regarded local expert, seen as a reliable and high-quality local retailer with a positive reputation, trusted for travel needs, and a go-to destination in Guelph.

Copy Examples

• •Your journey deserves a companion that lasts a lifetime. The Briggs & Riley collection, available at our downtown Guelph shop, isn't just luggage—it's a promise of durability and timeless design. Stop by and let us show you why it's the last piece of luggage you'll ever need to buy. #ModernTouristGuelph #BriggsAndRiley #TravelReady #BuiltForLife #Guelph
• •Guelph's Travel Outfitter Since 2009. From local getaways to global adventures, we provide expert advice and the highest quality gear to get you there. Visit us on Quebec Street or shop online.
• •Expertly Crafted, Locally Sourced | The Leather Collection. Discover timeless leather bags and accessories from Osgoode Marley and Derek Alexander, curated for the modern traveller.
• •Experience unparalleled comfort on your travels or right here at home. These classic UGGs are more than just boots; they're an investment in everyday comfort. Crafted with the finest materials, they're perfect for keeping you comfortable on long travel days or while exploring the streets of Guelph. Our team has tested them, and we stand by their quality and coziness.
• •Ready for Your Next Family Adventure? Packing for the whole family is easier with the right gear. At Modern Tourist, Guelph's local one-stop travel shop, we have durable and lightweight luggage for everyone—even the little ones! Let our team help you find the perfect travel solutions that make your trip smoother from the start. #FamilyTravel #GuelphLocal #ShopLocalGuelph #ModernTourist