Brand Tone

Friendly and Approachable, Inclusive and Accepting, Empowering and Encouraging, Supportive and Community-Focused, Joyful and Playful, Authentic and Real

Brand Values

• •Inclusivity: Creating a space where everyone feels welcome and accepted.
• •Community: Fostering connection, friendship, and mutual support among members.
• •Well-being: Promoting the mental and physical health benefits of cold water swimming and outdoor activity.
• •Courage and Challenge: Encouraging individuals to step out of their comfort zones and try new things.
• •Joy and Fun: Emphasizing the enjoyment and uplifting aspects of their activities.
• •Safety and Responsibility: Providing resources and promoting safe practices in cold water swimming.
• •Accessibility: Keeping participation free and reducing barriers to entry.

Best Practices

• •Embrace Imperfection and Authenticity: Share real stories, challenges, and triumphs. Don't be afraid of informal language, humor, and showing the human side of the community.
• •Prioritize Inclusivity in Language: Use welcoming and open language that appeals to everyone, regardless of their swimming ability, age, size, or background. Explicitly state "all welcome."
• •Foster and Showcase Community: Encourage user-generated content. Highlight member stories and experiences. Use "we" and "our flock" to reinforce belonging.
• •Keep it Uplifting and Encouraging: Focus on the positive aspects – the joy, the achievement, the mental and physical benefits, and the friendships. Celebrate small victories.
• •Maintain a Conversational and Friendly Style: Write as if you're talking to a friend. Use contractions, ask questions to engage the audience, and keep sentences relatively simple and direct.

Social Perception

The Bluetits are widely perceived as a positive and inspiring movement. They are seen as a welcoming and non-judgmental community that has a significant positive impact on members' mental and physical health. The emphasis on inclusivity is highly praised, making people feel comfortable and accepted. They are recognized for building strong local communities ("flocks") and fostering genuine connections. The "no pressure" approach to swimming (dipping is celebrated just as much as swimming distances) is a key attractive element. The brand is associated with joy, resilience, and a touch of rebellious fun.

Copy Examples

• •Social Media Post (Instagram/Facebook): "That post-dip glow! ✨ Whether you managed a full swim, a quick dip, or just a paddle and a chat, you're a Bluetit! So proud of our incredible, ever-growing flock. Remember, it's not about how far or how fast, but about showing up, supporting each other, and finding that chilly joy. #TheBluetits #ColdWaterSwimming #Community #DipAndNatter #JoyfulJumps"
• •Website Welcome Snippet: "Welcome to The Bluetits Chill Swimmers! We're a worldwide community dedicated to the sheer joy of cold water. No rules, no fees, no pressure. Just a flock of friendly faces ready to share a dip, a laugh, and maybe a bit of cake. Find your nearest group and dive in!"
• •Merchandise Description (for a changing robe): "Wrap yourself in a Bluetit hug! Our super-cosy changing robe is perfect for warming up after those exhilarating dips. Designed for Bluetits, by Bluetits – because we know what you need to go from shiver to shine! All profits help support our amazing community. #BluetitAndProud #CosyCommunity"
• •Email Newsletter Subject Line: "Ready for a Natter & a Splash? Your Weekly Bluetit Update!"
• •Blog Post Title Idea: "More Than Just a Swim: How The Bluetits Built a Global Family, One Chilly Dip at a Time."