Brand Tone

Authentic, Honest, Insider, Exclusive, Witty, Provocative, Passionate, Enthusiastic, Helpful, and Practical

Brand Values

• •Authenticity
• •Localism
• •Sustainability
• •Anti-Mass Tourism
• •Discovery & Exploration
• •Quality & Experience

Best Practices

• •Embrace the "Anti-Tourist" Stance (Playfully): Consistently position the brand as the antidote to generic tourism. Use humor and a slightly provocative edge, but always circle back to providing genuine value. Think "your cool local friend" who knows all the best spots and isn't afraid to tell it like it is.
• •Prioritize Insider Language (but keep it accessible): Use terms and references that resonate with those "in the know" but ensure the core message is clear to new audiences. For example, reference specific "Kieze" (neighborhoods) in Berlin in a familiar way.
• •Be Unapologetically Honest: If a popular spot is overrated, say so (or at least offer a more interesting alternative). This builds trust and reinforces the brand's commitment to authenticity.
• •Show, Don't Just Tell the Authenticity: Instead of saying "we're authentic," describe unique experiences, hidden locations, and local customs. Let the content itself prove the brand's value. Use vivid, engaging storytelling.
• •Keep it Concise and Punchy (Berlin Schnauze-inspired): Reflect the direct, sometimes blunt, but often witty Berlin communication style ("Berliner Schnauze"). Avoid fluff and get straight to the point, but with personality. Customer reviews noted the "knapp" (concise) nature of the guide.

Social Perception

For Seekers of Authentic Experiences, Trustworthy & Credible (especially for Berlin), Modern & Edgy, Helpful & Innovative

Copy Examples

• •Instagram Post (Image of a non-obvious Berlin street art): "Forget the postcard stands. This is Berlin's real gallery. Want the map? You know who to ask. #NoTouristInfo #BerlinUnderground #RealBerlin"
• •Website Headline: "Berlin's calling. Don't answer with a selfie stick. Get our guide. Live it like you mean it. #NotARealTourist"
• •TikTok Video (Fast montage of unique local spots): "Your checklist? Throw it out. Our Berlin isn't on it. Link in bio if you dare. 😉 #BerlinInsider #SecretBerlin #NoBoringTours"
• •Email Subject Line: "Still thinking Brandenburg Gate is the *only* gate? Bless your heart. Let's fix that."
• •Facebook Ad: "Tired of following the tourist herd? So are we. Discover Berlin's actual pulse with no tourist info – the guide even Berliners use. Get the real story, not the gift shop version. [Link] #AuthenticBerlin #ExploreLikeALocal"