Brand Tone

Encouraging, Knowledgeable, and Community-Oriented.

Brand Values

• •Passion
• •Authenticity
• •Expertise
• •Community
• •Quality

Best Practices

• •Prioritize "We" and "You": Frame communication around the collective "we" (the running community) and speak directly to the customer ("you"). This reinforces the community and personal support values.
• •Celebrate Effort, Not Just Victory: In social media features, highlight the journey, the training, and the personal effort of runners, not just podium finishes. This makes the brand more inclusive and encouraging.
• •Educate Before You Sell: Lead with helpful content (tips, advice, how-to guides) before presenting a product. This builds trust and reinforces the brand’s position as a knowledgeable expert.
• •Maintain a Consistent Visual Language: Continue using authentic, high-energy photos and videos featuring real runners in recognizable Chilean locations. Avoid overly sterile or corporate-looking stock imagery.
• •Develop an Internal Tone of Voice Guide: Create a simple document for anyone creating content that outlines the key tonal words (e.g., "Encouraging, Knowledgeable, Passionate, Authentic") and provides examples of what to do and what to avoid, ensuring consistency across all platforms.

Social Perception

Highly positive within its niche. Perceived as an expert retailer, a key community hub for runners, and a trustworthy brand with high customer satisfaction.

Copy Examples

• •Headline: Feel the trail like never before. The new [Shoe Brand & Model] has landed. Body: Whether it's your first 10k in the hills or you're tackling an ultra, you need gear you can trust. Designed for [mention 2-3 key features like 'superior grip,' 'unmatched cushioning']. Stop by our store or visit rwmsport.com to find the perfect fit for your next adventure. Because every run deserves the best. #RunConmigo #TrailRunningChile #[BrandHashtag]
• •Text over a running photo: What's the one piece of advice you wish you had when you started running? 👇 Share your wisdom! We're reposting our favorite answers to help out the entire RWM family. #RunWithMeCL #RunningCommunity
• •Headline: Hydration isn't just about water. Are you getting it right? Body: We break down the science of on-the-run nutrition and hydration. From electrolytes to energy gels, our new blog post covers everything you need to know to avoid hitting the wall on your long runs. Link in bio to become a smarter runner.
• •Subject: Gear up for winter. Your next PR is waiting. Body: Don't let the cold slow you down. Our new collection of thermal running apparel is here to keep you warm and comfortable, kilometer after kilometer. For a limited time, get a free pair of technical running socks with any purchase over [Amount]. Shop now and own the season.
• •Visual: Quick cuts of the team unboxing products, talking with customers, and running on local trails. Voiceover/Text: 'We're not just a store. We're runners. We're the early risers, the weekend warriors, the community that pushes you to the finish line. We are Run With Me. And we're here to run with you, every step of the way.' #SomosCorredores #RunWITHME