Brand Tone

Adventurous and Passionate, Authentic and Relatable, Customer-Focused and Friendly, Confident and Reassuring, Informative and Helpful

Brand Values

• •Quality and Durability
• •Passion for the Outdoors
• •Customer Satisfaction & Service
• •Reliability
• •Innovation

Best Practices

• •Speak from Experience: Ground your copy in genuine outdoor experiences. Use language that reflects a true understanding of camping, 4WDing, and the Australian landscape. Authenticity resonates.
• •Prioritize "Rugged Reliability": Consistently emphasize the durability, quality materials, and toughness of the products. Use strong, confident language that reassures customers of the gear's dependability in harsh conditions.
• •Foster Community Spirit: Encourage user-generated content and feature customer stories/photos. Use inclusive language ("Join the Outback Tourer family," "we love meeting you guys"). Make your audience feel like part of an adventurous community.
• •Be Approachable and Helpful: Maintain a friendly, supportive, and responsive tone, especially in customer interactions and informative content. Answer questions clearly and share knowledge freely, just like you would around a campfire.
• •Inject Passion and Adventure: Let the love for the outdoors shine through. Use vivid descriptions and aspirational language that inspires customers to explore and embark on their own adventures with Outback Tourer gear.

Social Perception

Positive, Trustworthy, Good Value (despite higher price), Knowledgeable and Experienced, Community-Oriented

Copy Examples

• •Headline: Don't Just Dream About Adventure. Live It. Body: Your next escape into the Aussie wild deserves gear that’s as rugged and ready as you are. Outback Tourer rooftop tents – built tough, tested tougher. Explore with confidence. Call to Action: Gear Up For Your Next Adventure!
• •Headline: From Three Tradies to Your Trusted Tourer. Body: We’re not just a brand; we’re a crew of Aussie adventurers who live and breathe the outback. That passion is built into every stitch and weld of our gear, so you can rely on it when it matters most. Call to Action: Discover Our Story & Our Gear.
• •Headline: Sleep Soundly Under the Stars. Rain, Hail, or Shine. Body: Our premium, all-weather rooftop tents are your home away from home, designed for ultimate comfort and unbeatable durability. Easy setup, even easier pack-down. Call to Action: Find Your Perfect Rooftop Tent.
• •Headline: More Than Just a Tent. It's an Outback Tourer. Body: Experience the difference passion makes. Quality materials, innovative design, and the best customer support in the bush. Join the Outback Tourer family. Call to Action: See What Sets Us Apart.
• •Headline: Your Journey, Elevated. Body: Whether it's a weekend getaway or the trip of a lifetime, our rooftop tents and awnings are engineered to enhance every moment. Unpack adventure, effortlessly. Call to Action: Shop the Range.