Brand Tone

Knowledgeable & Authoritative, Passionate & Enthusiastic, Safety-Conscious & Responsible, Community-Focused, Innovative & Performance-Driven, Heritage-Rich & Experienced

Brand Values

• •Safety
• •Quality & Durability
• •Innovation
• •Comfort & Fit
• •Passion for Water Sports
• •Authenticity
• •Legacy

Best Practices

• •Prioritize Safety & Reliability: Always lead with or prominently feature the safety aspects of the products. Use language that instills confidence and trust.
• •Speak from Experience: Emphasize the brand's heritage and the founder's hands-on paddling experience to lend authenticity and authority.
• •Use Enthusiastic & Passionate Language: Connect with the emotions of water sports enthusiasts. Share the joy and thrill of being on the water, while underscoring the importance of being prepared.
• •Highlight Innovation with Purpose: When discussing technical features, explain how they benefit the user in terms of safety, comfort, or performance rather than just listing specs.
• •Foster Community: Use inclusive language. Acknowledge and celebrate the diverse community of paddlers and water lovers. Encourage sharing of experiences and showcase user stories when appropriate.

Social Perception

Trusted & Respected, Go-To for Safety & Performance, Comfortable & Well-Fitting, Durable, Concerns during Transition, Valued for Innovation

Copy Examples

• •Headline: Engineered for the Unpredictable. Trusted on the Water for Over 45 Years. Body: When you're facing the full force of the river, or exploring serene coastlines, your gear is your lifeline. Stohlquist PFDs are born from a lifetime of paddling, built with an unwavering commitment to safety, comfort, and the relentless pursuit of innovation. Paddle with confidence. Paddle with Stohlquist.
• •Headline: Your Adventure. Our Priority. Uncompromising Safety, Unrivaled Comfort. Body: From the first nervous paddle stroke to conquering challenging waters, Stohlquist is there with you. Our meticulously designed WaterWare, featuring ergonomic fit and superior buoyancy, lets you focus on the thrill, not the gear. Because every moment on the water should be about the experience.
• •Headline: The Water Calls. We Answer with Innovation. Body: For decades, Stohlquist has been listening to the needs of paddlers. Our innovative designs, from the Wrapture™ torso that moves with you to Graded Sizing for the perfect fit, are a direct result of that dialogue. We’re not just making gear; we’re crafting a better, safer on-water experience.
• •Headline: Built for the Journey. Designed for Life. Body: Stohlquist gear is more than just equipment; it’s a commitment to your passion and your safety. Crafted with durable materials and backed by a legacy of expertise, our PFDs and drysuits are ready for wherever the water takes you, season after season.
• •Headline: Join the Current. A Legacy Reborn. Body: The spirit of Stohlquist is stronger than ever. With renewed energy and a continued dedication to the paddling community, we're excited to write the next chapter in water safety and performance. Expect the same legendary quality, innovative spirit, and a deeper connection to your adventures.