Brand Tone

Authentic & Passionate, Knowledgeable & Experienced, Friendly & Approachable, Reliable & Trustworthy, Inspirational & Encouraging

Brand Values

• •Deep Connection to Landscape
• •Authentic Experiences
• •Personal Touch & Customer Focus
• •Quality & Expertise
• •Passion for Walking
• •Community & Storytelling

Best Practices

• •Emphasize Storytelling: Incorporate anecdotes, local legends, and the "Shepherd's Perspective" into all communications, from website copy to social media posts, to reflect the brand's unique, narrative-driven approach.
• •Use Authentic & Passionate Language: Let the genuine love for the landscape and walking shine through. Use words that convey enthusiasm, experience, and a deep connection to nature (e.g., "breathtaking," "ancient hills," "heart of the countryside").
• •Maintain a Friendly & Welcoming Voice: Address the audience directly and personally. Ensure the tone is approachable, helpful, and encouraging, reflecting the personal service highlighted in reviews.
• •Highlight Expertise with Humility: Showcase knowledge and experience confidently but without arrogance. Focus on sharing insights and making the outdoors accessible, like a trusted local guide would.
• •Be Consistent Across All Channels: Ensure the tone, values, and key messages are consistently applied across the website, social media, email communications, and even in interactions by guides, reinforcing the brand identity at every touchpoint.

Social Perception

Highly Respected & Trusted, Experts in their Field, Customer-Centric, Providers of Memorable Experiences, More Than Just a Walking Company

Copy Examples

• •Headline: Beyond the Trail: Discover Northumberland with True Shepherds. Body: Tired of the beaten path? At Shepherds Walks, we don’t just guide you *across* the landscape, we take you *through* it. Founded by a Hill Shepherd, we share real stories and a deep connection to these ancient hills. Walk with us, and see the countryside come alive. #ShepherdsWalks #Northumberland #AuthenticAdventures
• •Headline: Your Journey, Our Expertise. Unforgettable Walking Holidays. Body: From Hadrian's Wall to the St. Cuthbert's Way, let Shepherds Walks handle the details. Enjoy seamless luggage transfers, charming local stays, and routes rich with history, all curated with a shepherd's passion for the land. Book your hassle-free adventure today. #WalkingHolidaysUK #ShepherdsPerspective #ExploreTheBorders
• •Headline: Learn the Land: Map, Compass & Countryside Confidence. Body: Unlock the secrets of navigation with Shepherds Walks. Our expert-led courses, born from years of experience in the wild Northumberland terrain, give you the skills and confidence to explore independently. It’s more than a course; it’s your passport to adventure. #MapSkills #OutdoorTraining #ShepherdsWalksCourses
• •Headline: Feel the Heartbeat of the Hills. Small Groups, Big Experiences. Body: You’re not just a number on a Shepherds Walk; you’re part of our walking family. Experience the warmth of our knowledgeable guides, the camaraderie of fellow walkers, and the breathtaking beauty of landscapes we call home. Personalized, passionate, and profoundly memorable. #SmallGroupTours #UKWalking #RealPersonalities
• •Headline: Challenge Yourself. Achieve the Extraordinary. We’ll Be With You Every Step. Body: Conquer the Cheviots or tackle a stunning coastal path. Our challenge walks are designed to inspire and empower. With expert support, incredible routes, and a true shepherd’s encouragement, discover what you’re capable of. #ChallengeWalks #ShepherdsWalksEvents #GetOutside