Brand Tone

Expert and authoritative, demonstrating deep knowledge of fly fishing, local rivers, and conservation. Passionate and adventurous, conveying a genuine love for the sport and region, inviting clients to experience the 'Idaho ruggedness' and the thrill of the wilderness. Personal and appreciative, with the owner Chris positioned as the face, fostering a sense of community and shared experience through personal language and gratitude towards clients.

Brand Values

• •Expertise & Education
• •Conservation & Stewardship
• •Quality Experience
• •Exclusivity & Seclusion
• •Authenticity

Best Practices

• •Lead with Passion, Follow with Expertise: Always start with the "why"—the love for fishing and the outdoors. Then, support it with the "how"—the professional expertise, knowledge of the river, and quality of the service.
• •Show, Don't Just Tell: Use high-quality photos and videos of real clients and real experiences. Let the visuals of the stunning scenery and impressive fish do most of the talking.
• •Use "You" and "We": Write copy that speaks directly to the potential client ("Your next adventure") and maintains the personal, owner-operated feel ("We'll be on the river..."). This avoids a detached, corporate tone.
• •Emphasize the "Hidden Gem" Angle: Consistently highlight the seclusion and pristine nature of the rivers you guide on. Use words like "secluded," "uncrowded," "your own stretch of river," and "discover" to reinforce this key value proposition.
• •Celebrate Your Clients: Make your clients the heroes of the story. Tag them (with permission), celebrate their catches, and share their testimonials. This builds social proof and reinforces the brand's personal, community-focused feel.

Social Perception

North Idaho Drift is perceived as a highly reputable, professional, and skilled guide service. Clients feel they receive more than just a fishing trip; they gain knowledge and have a fantastic, personalized adventure. The guide is seen as friendly, patient, and exceptionally good at their job. The brand is associated with the beautiful and productive Kootenai River, appealing to anglers seeking a unique Idaho experience.

Copy Examples

• •The smile says it all. It was an incredible day on the Kootenai with Mark, who landed this beautiful rainbow after a great fight. This is what North Idaho is all about: wild trout, wild rivers, and memories that last. Ready for your own adventure? Link in bio to book your drift.
• •Beyond the Crowds. Beyond the Hype. This is North Idaho Fly Fishing. Your premier guided trip on the Kootenai and Clark Fork Rivers awaits.
• •North Idaho Fly Fishing Guide | North Idaho Drift | Book a Trip on the Uncrowded Kootenai River. Expert Guidance for All Skill Levels. Full-Day & Half-Day Trips Available.
• •Some offices have better views than others. We’re grateful to call the canyons of the Kootenai River ours. Every trip is a chance to share this incredible place and its world-class fly fishing. Come see what's hiding in North Idaho.
• •Prime Dates Are Opening on the Kootenai River