Brand Tone

Authoritative & Trustworthy, Encouraging & Supportive, Community-Focused, Passionate & Enthusiastic, Practical & Reassuring

Brand Values

• •Safety
• •Quality & Reliability
• •Accessibility & Inclusivity
• •Community
• •Empowerment
• •Innovation

Best Practices

• •Prioritize Safety in Messaging: Always weave in the importance of safety and visibility. Use phrases like "Be Safer Be Seen," "swim safely," and highlight product features that enhance safety.
• •Be Encouraging and Inclusive: Address swimmers of all levels. Use language that empowers and supports their journey, from beginners to experienced athletes.
• •Foster Community: Actively engage with your audience. Share user-generated content (with permission), ask questions, and highlight the joy and camaraderie of the open water swimming community. Refer to "fellow swimmers" or "the swimming community."
• •Maintain an Authoritative yet Approachable Voice: Provide clear, expert advice and product information, backed by your RLSS UK partnership, but do so in a friendly, helpful, and accessible manner.
• •Show, Don't Just Tell, the Passion: Let the enthusiasm for open water swimming shine through. Use vibrant language and visuals that convey the adventure and freedom of the sport, always anchored by the reassurance of safety.

Social Perception

Positive & Respected, Essential Safety Provider, Trustworthy, Community-Oriented, High Quality

Copy Examples

• •Headline: Dive in Confidently. Stay Seen, Stay Secure. Body: Your open water adventure awaits. With Swim Secure tow floats and dry bags, you're not just swimming; you're exploring with peace of mind. #BeSaferBeSeen Tone: Encouraging, Reassuring, Authoritative.
• •Headline: Every Stroke, Protected. Body: From your first dip to your longest endurance swim, our RLSS UK approved gear is designed for your safety and comfort. What’s your next swimming goal? Tone: Supportive, Trustworthy, Community-Focused.
• •Headline: Your Essentials Safe, Your Swim Uninterrupted. Body: Don’t let worries about your valuables hold you back. Our waterproof dry bags keep everything safe and dry, so you can focus on the freedom of the water. Tone: Practical, Reassuring.
• •Headline: Join the Bright Side of Open Water Swimming. Body: Be a beacon. Our vibrant tow floats make you highly visible to others, ensuring you can enjoy the wild with an added layer of safety. Share your #SwimSecure moments! Tone: Enthusiastic, Community-Focused, Safety-conscious.
• •Headline: Trusted by Swimmers, Approved by Experts. Body: As water safety partners with RLSS UK, we’re committed to the highest standards. Equip yourself with market-leading gear and embrace the open water securely. Tone: Authoritative, Trustworthy, Confident.