Brand Tone

Inclusive and Welcoming, Community-Focused, Expert and Supportive, Inspirational and Authentic, Playful and Engaging

Brand Values

• •Inclusivity
• •Authenticity/Self-Acceptance
• •Health and Wellness
• •Community
• •Expertise
• •Joy of Movement
• •Evolution and Innovation

Best Practices

• •Embrace "You" Language: Always speak directly to the individual runner (e.g., "Your pace, your journey," "We're here to help *you*"). This reinforces the personal and supportive aspect of the brand.
• •Lead with Inclusivity: Ensure language is welcoming to all levels, backgrounds, and body types. Avoid jargon or overly technical terms without explanation. Highlight that everyone is a runner.
• •Balance Expertise with Encouragement: While showcasing knowledge about products and running science, always frame it in a supportive and empowering way, rather than an intimidating or prescriptive one. The goal is to help them "run healthier," not just faster.
• •Reflect Community Spirit: Use words that foster connection – "together," "community," "join us," "we." Highlight shared experiences and the social aspects of running.
• •Stay True to "RunAsYouAre": Consistently weave in the core message of self-acceptance, authenticity, and the joy of running in one's own way. This should be the undercurrent of all communications.

Social Perception

RunAsYouAre is perceived positively as a supportive and expert hub for runners, a key player in the local running scene, forward-thinking in retail and community building, and resonating well with a broad range of runners due to its focus on inclusivity and 'running as you are.'

Copy Examples

• •Instagram Post (Image: Diverse group of people smiling after a run): "Your pace, your path, your run. At RunAsYouAre, we celebrate every step you take, just as you are. Join our community and discover the joy of running, together. #RunAsYouAre #VancouverRunning #CommunityRun"
• •Facebook Ad (Video: Short clips of shoe fitting, gait analysis, someone happily running): "Stop guessing, start running healthier. Our expert team and RunReady physios are here to help you find the perfect gear and a stride that feels good for *your* body. Visit RunAsYouAre and run with confidence. #RunHealthy #ExpertAdvice #RunAsYouAre"
• •Tweet/X Post: "New to running? Or looking to rediscover your love for it? We're more than a store; we're your support crew. Pop into RunAsYouAre on West 4th – let's chat about your journey! #RunAsYouAre #BeginnerRunner #Vancouver"
• •Website Banner (New Product/Service): "Introducing RunReady: Personalized insights for your best run yet. Move better, feel stronger, and truly Run As You Are. Learn more about our new physio-led program! [Link]"
• •Email Newsletter Snippet (Event Promotion): "It's not about speed, it's about the experience! Join our next 'It's Not A Race' fun run. All faces, all paces welcome. Let's explore Vancouver and celebrate movement! Sign up now – spots are limited! #RunAsYouAreEvents #FunRun #Community"