Brand Tone

Knowledgeable & Expert, Friendly & Approachable, Community-Oriented & Local, Passionate & Enthusiastic, Supportive & Encouraging

Brand Values

• •Quality & Durability
• •Expertise & Guidance
• •Community Engagement
• •Love for the Outdoors & Adventure
• •Customer Support

Best Practices

• •Emphasize Local Expertise: Always tie products and advice back to the specific needs and conditions of adventuring in Newfoundland and Labrador. Use local landmarks or trail names when relevant.
• •Be Genuinely Enthusiastic: Let the passion for outdoor activities shine through. Use active, engaging language that conveys excitement and a love for adventure.
• •Foster Community: Frame communications as a conversation. Encourage interaction, ask questions, and highlight community members or local events whenever possible.
• •Prioritize Helpful Information: Focus on providing value through expert advice, tips, and product knowledge rather than just sales-driven messaging.
• •Maintain a Friendly and Approachable Voice: Even when discussing technical gear, keep the language accessible and welcoming to adventurers of all skill levels. Avoid overly technical jargon without explanation.

Social Perception

Trusted Local Expert, Community Hub, High-Quality Provider, Supportive of Local Activities

Copy Examples

• •Headline (New Product): Conquer Newfoundland's Coastline with the New [Product Name]! Built tough, tested by our team, and ready for your next adventure. Swing by – let's talk trails!
• •Social Media Post (Community Event): Gear up for the East Coast Trail! Join our free clinic this Saturday at 10 AM. Our seasoned hikers will share their top tips for a safe and epic trek. Got questions? We love 'em! #NLOutdoors #TheOutfittersNL
• •Website 'About Us' Snippet: Since 1998, we've been more than just a store; we're your local trailhead for Newfoundland adventures. Our team lives and breathes the outdoors, and we're here to share that passion, ensuring you have the right gear and knowledge for wherever the path takes you.
• •Email Newsletter Subject: Your Next NL Adventure Starts Here (+ Staff Picks for Spring!)
• •In-Store Signage: Ask us anything! From the best local kayaking spots to the warmest winter layers, our crew is packed with local knowledge and a passion for getting you out there. We're not just staff; we're fellow adventurers.