Brand Tone

Friendly, Knowledgeable, Passionate, Reliable, Trustworthy, and Community-Oriented

Brand Values

• •Customer Focus/Service Excellence
• •Expertise and Knowledge
• •Quality Products
• •Passion for the Outdoors
• •Integrity and Trust
• •Community
• •Accessibility/Inclusivity

Best Practices

• •Always Speak from Experience (or the Collective Experience of the Team): Use phrases like "We've found that...", "Our team recommends...", "Based on our adventures..." This reinforces expertise and passion.
• •Prioritize a Helpful and Welcoming Voice: Ensure the language is inclusive and encouraging, especially for those new to outdoor activities. Avoid overly technical jargon without explanation. Think "friendly expert next door."
• •Emphasize the "Family-Run" and "Community" Aspect Where Appropriate: This builds trust and a personal connection. Mentioning local roots or how the business supports local outdoor enthusiasts can be powerful.
• •Show, Don't Just Tell, Your Passion: Instead of just saying "we're passionate," describe the team's own outdoor activities, share photos, and convey genuine enthusiasm for the products and the lifestyle.
• •Maintain a Consistent Glossary of Terms and Level of Formality: Decide whether to use more colloquial language or maintain a slightly more formal (but still friendly) tone across all platforms. Ensure product descriptions, blog posts, and social media all feel like they're coming from the same knowledgeable and approachable source.

Social Perception

Summits Outdoor is perceived very positively as a reliable, trustworthy, and customer-centric retailer. The family-run aspect resonates well, contributing to a perception of a personal and caring business. They are regarded as experts in the field, offering sound advice and quality products, with a strong reputation within the outdoor community.

Copy Examples

• •Headline: Your Next Scottish Adventure Starts at Summits. Body: For over 30 years, our family has been gearing up explorers like you. From Munro bagging to tranquil loch-side camping, find expert advice and the quality kit you need right here in Paisley and Aberfoyle. Let our passion fuel your adventure!
• •Social Media Post (Instagram - with a picture of a staff member using a product): Meet Sarah, one of our Paisley store experts! She's been testing out the new [Product Name] on the trails around [Local Landmark]. Her verdict? "Incredible comfort and built to last!" Pop in for a chat with our team – we love talking gear and helping you find the perfect fit for your adventures. #SummitsOutdoor #ExpertAdvice #OutdoorScotland
• •Product Description Snippet (for a waterproof jacket): Don't let a bit of Scottish weather dampen your spirits! This [Brand] jacket isn't just waterproof; it's tried and tested by our own team in the wild. We trust it to keep you dry and comfortable, so you can focus on the view, not the downpour. Need help with layering? Just ask!
• •Email Newsletter Subject: Gear Up & Get Out: Expert Tips + New Arrivals at Summits! Body Snippet: Hello [Customer Name], The hills are calling! Whether you're a seasoned hiker or just starting to explore the wonders of the great outdoors, our family at Summits Outdoor is here to help you make the most of it. This week, we're sharing our top tips for [Seasonal Activity]...
• •Website Banner: More Than Just a Shop. We're Your Local Outdoor Experts. Passionate. Knowledgeable. Family-Run. Discover the Summits difference.