Brand Tone

Friendly and Approachable, Knowledgeable and Expert, Enthusiastic and Passionate, Community-Oriented, Trustworthy and Sincere

Brand Values

• •Customer Service Excellence
• •Quality Products
• •Accessibility and Affordability
• •Expertise and Knowledge
• •Passion for the Outdoors
• •Community Building
• •Honesty and Integrity

Best Practices

• •Develop a "Brand Voice Chart": Create an internal document that clearly defines the brand's tone (e.g., "Friendly, not silly," "Expert, not elitist," "Enthusiastic, not hyperbolic"). Provide examples of "do's and don'ts" for common phrases or scenarios.
• •Focus on "You" (The Customer): Address the customer directly. Frame benefits around their needs, experiences, and aspirations (e.g., "You'll love how easy this is to set up," "Imagine your family enjoying...").
• •Be Genuinely Helpful: Prioritize providing useful information, tips, and advice over hard-selling in every piece of content. Let expertise shine through by anticipating customer questions and offering clear, practical solutions. This builds trust and reinforces the "knowledgeable friend" aspect.
• •Use Storytelling and Relatable Scenarios: Connect with customers on an emotional level by painting pictures of outdoor experiences. Share anecdotes (even if hypothetical) that resonate with the joys and common challenges of camping and outdoor life. This makes the brand more human and approachable.
• •Maintain Consistency Across All Channels: Ensure that the friendly, knowledgeable, and enthusiastic tone is reflected everywhere – from website copy and product descriptions to social media captions, email newsletters, video scripts, and even customer service responses. Regular internal reviews of content can help maintain this consistency.

Social Perception

Positive Reputation for Product Range and Staff, Trusted Independent Retailer, Good Customer Service (Generally), Competitive (Often associated with sales/deals), Active in the Community

Copy Examples

• •Homepage Banner: "Your next adventure starts here! Gear up with expert advice and friendly service at PJ Outdoors. #ExploreWithConfidence"
• •Product Description (Tent): "Dreaming of starry nights and crackling campfires? Our [Tent Name] makes it easy. Spacious, simple to pitch (even for beginners!), and built to last through countless family memories. Our team has personally tested this one – ask us anything!"
• •Social Media Post (Instagram): "Weekend forecast: 100% chance of adventure! 🏕️☀️ What are your outdoor plans? Share your snaps with #PJOutdoorsFamily – we love seeing where our gear takes you! P.S. Pop into our St. Albans store, say hi, and let our friendly experts help you find exactly what you need for your trip!"
• •Email Newsletter Snippet (Promoting a Sale): "Hey Outdoor Enthusiasts! Don't let a little thing like 'not having the right gear' hold you back. Our Big Summer Sale is ON NOW, packed with amazing deals on everything you need to make those outdoor dreams a reality. Our experts have hand-picked the best, so you know you're getting quality that won't break the bank."
• •Blog Post Intro: "Ever wondered which sleeping bag will *actually* keep you warm? Or how to choose the perfect family tent without the overwhelm? You're in the right place! At PJ Outdoors, we're not just about selling gear; we're about sharing our passion and knowledge to help you have the best possible outdoor experiences."