Brand Tone

adventurous, youthful, and authentic

Brand Values

• •Adventure
• •Passion
• •Community
• •Fearlessness

Best Practices

• •Lead with Authenticity: Always circle back to the founder's story. Use "I" and "we" to maintain a personal, relatable connection with the audience, reminding them the brand is run by a rider, for riders.
• •Use the Language of the Mountain: Incorporate slang and terminology used by the snowmobiling community (e.g., "braap," "powder," "full send," "sled"). This reinforces the brand's insider status.
• •Emphasize Action and Adventure: Copy should be energetic and inspiring. Use strong verbs and vivid descriptions that evoke the feeling of riding in challenging conditions.
• •Keep it Simple and Bold: The messaging should be direct and confident, much like the riding style it represents. Avoid overly complex or corporate language. The tagline "Leave Your Short Track Home" is a perfect example.
• •Visuals Must Match the Vibe: All photography and videography should feature dynamic, action-oriented shots of snowmobiling in deep powder and steep terrain. The visuals are as crucial as the text in conveying the brand’s adventurous spirit.

Social Perception

Given its niche market and recent founding, the brand's public perception is still developing. However, the use of a term so integral to the snowmobiling lexicon ("steep and deep") positions it as an insider brand. Customers are likely to perceive it as a grassroots company that understands their lifestyle. The direct link to the owner's personal story adds a layer of authenticity that larger, more corporate brands may lack. The connection to a parent boutique suggests a supportive foundation for the young entrepreneur.

Copy Examples

• •The Ascent Hoodie isn't just for the cold. It's for the committed. For those who see a fresh powder line and don't hesitate. Built to handle the deep, designed to represent the ride. Leave the flatlands behind.
• •Powder days are calling. Are you geared up to answer? Our latest collection is for the riders who aren't afraid to go where the tracks get deep and the stories get good. #SteepAndDeep #SledLife #Backcountry
• •For the Bold. For the Buried. For the Ride. Steep & Deep Sled Co. - Gear for the true backcountry soul.
• •New Drops for Deep Dives.
• •We're not just a brand; we're a badge of honor. Born from getting stuck and getting out, Steep & Deep is for every rider who knows the best views come after the hardest climbs. This is for the sled life.