Brand Tone

Adventurous & Enthusiastic, Community-Focused & Friendly, Helpful & Informative, Confident & Established, Down-to-Earth & Relatable

Brand Values

• •Innovation & Quality
• •Convenience & Flexibility
• •Customer Centricity
• •Adventure & Exploration
• •Community
• •Environmental Responsibility

Best Practices

• •Embrace the "Napier Nation" Voice: Always speak to your audience as fellow adventurers and part of a valued community. Use inclusive language ("we," "us," "your adventure").
• •Highlight the "Why": Connect product features to the core benefits of convenience, freedom, and enhanced outdoor experiences. Don't just sell a tent; sell the adventure it enables.
• •Show, Don't Just Tell, with UGC: Consistently feature customer photos and stories across platforms. This authentically reinforces the brand's values and adventurous spirit.
• •Maintain an Enthusiastic and Positive Outlook: Even when providing technical information or setup guides, keep the language encouraging and focused on the enjoyment of the end result.
• •Be an Authority, but Approachable: Share your expertise and leadership in vehicle camping with confidence, but always remain open to feedback and maintain a friendly, helpful demeanor in all communications.

Social Perception

Positive, Trusted, Community-Oriented, Problem-Solver, Good Value

Copy Examples

• •Headline: Your Next Adventure Starts Where the Road Ends. Body: Tired of the same old campsite? With a Napier Truck Tent, any spot your truck can reach becomes your new home base. Set up in minutes, sleep off the ground, and wake up to incredible views. Join Napier Nation and discover the freedom of vehicle camping. #RoamCampConquer Focus: Adventure, Convenience, Community
• •Headline: Built for the Wild, Designed for You. Body: For over 30 years, Napier Outdoors has been innovating the way you explore. Our SUV tents are crafted with premium materials and a passion for detail, ensuring you stay dry, comfortable, and ready for anything. Because your adventure shouldn't have to wait for perfect conditions. Focus: Quality, Durability, Reliability
• •Headline: More Than a Tent. It's a Memory Maker. Body: From spontaneous weekend getaways to epic cross-country journeys, Napier vehicle tents turn your car into a cozy haven. Spend less time setting up and more time sharing stories around the campfire. What memories will you make? Share them with #NapierNation! Focus: Experience, Community, Ease of Use
• •Headline: Listen to the Call of the Wild (Without Sacrificing Comfort). Body: Love the outdoors but not the creepy crawlies or damp ground? Napier keeps you elevated and protected. Our innovative designs are based on feedback from adventurers like you, ensuring every trip is a five-star experience. Focus: Comfort, Problem-Solving, Customer-Centric
• •Headline: Adventure Further. Camp Greener. Body: Explore with peace of mind. With every Backroadz tent purchase, we plant a tree, helping to preserve the wild places we all love. Choose Napier and make your next adventure a step towards a greener planet. Focus: Environmental Responsibility, Adventure