Brand Tone

empowering, relatable, and reassuring

Brand Values

• •Empowerment
• •Exploration & Curiosity
• •Authenticity & Relatability
• •Flexibility & Accessibility
• •Future-Focus

Best Practices

• •Speak Their Language, Genuinely: Use Gen Z slang and a casual tone, but ensure it feels authentic, not forced. Reference current trends and platforms like TikTok and Instagram naturally. Avoid corporate jargon at all costs.
• •Lead with Empathy and Validation: Always start from a place of understanding. Acknowledge that feeling lost, confused, or pressured is normal and okay. Phrases like "We get it" or "It's okay not to know" build an immediate connection.
• •Focus on Empowerment, Not Instruction: The brand isn't a teacher; it's a facilitator. The copy should feel like it's giving users tools to take control of their own journey, not telling them what to do. Use active, empowering verbs like "discover," "explore," "create," and "build."
• •Highlight Flexibility and a Lack of Pressure: A key differentiator from traditional education is the absence of rigid deadlines and high-stakes pressure. Continuously reinforce the benefits of self-paced learning and the freedom to change your mind.
• •Be Bold and Confident: The brand's visual identity should be matched by its verbal one. Use confident, direct, and sometimes edgy statements. "Follow your instincts, not the crowd" is a perfect example of a mantra that is both reassuring and bold. This positions the brand as a confident leader in a new way of thinking about careers.

Social Perception

The perception of wandr.au is that of an innovative and necessary educational tool. It is seen as a direct response to a well-documented problem: the anxiety and confusion young Australians face when choosing a career. By co-designing the platform with Gen Z students, it is perceived as being genuinely "for them" rather than another top-down educational institution. Customer testimonials highlight the platform's role in providing confidence and clear career direction. The connection to Online Courses Australia lends it credibility and a foundation of established expertise in the online learning sector.

Copy Examples

• •Instagram Ad (Targeting Teens) - Image: A split screen showing a teen looking bored in a classic lecture hall on one side, and on the other, the same teen looking engaged while working on a laptop in a cool cafe. Copy: Still think your future is hiding in a textbook? 🤔 Spoiler: it's not. Stop guessing and start exploring. With Wandr, you can test-drive careers in social media, AI, gaming, and more, all from your phone. No pressure, no boring lectures. Just you, finding what you actually love. Follow your instincts, not the crowd. Tap the link in bio to start wandering. #WandrAu #CareerGoals #GenZ #NoPlanNoProblem
• •Facebook Ad (Targeting Parents) - Image: A smiling parent and teenager looking at a laptop together, both looking relaxed and happy. Copy: Is "What's next?" the scariest question in your house right now? High school is over, but the pressure is just beginning. Wandr.au helps your teen navigate the future with confidence. We offer flexible online courses and 1-to-1 mentorship to help them discover their passion and build real-world skills—without the stress of choosing one path. Give them the gift of clarity. Learn more at wandr.au. #ParentingTeens #CareerClarity #FutureReady
• •TikTok Video Concept - Video: A fast-paced montage of a user "trying on" different careers using popular TikTok transitions. They're a social media manager, then a cyber security analyst, then a graphic designer. On-screen text: "Everyone asking what I wanna be when I grow up." / "Me, trying everything first." / "Wandr.au lets you explore careers before you commit." Caption: Don't get locked into a boring future. 🙅‍♀️ Vibe check your career first. Link in bio to start exploring! #Wandr #CareerPath #SkillUp #NoClueToCEO
• •Website Homepage Banner - Headline: Your Future Doesn't Have a Five-Year Plan. And that's okay. Sub-headline: Feeling lost after high school? Good. It means you're ready to explore. At Wandr, we help you discover what you're good at and what you love, with hundreds of online courses and mentors who get it. Start your journey today. Button: Find My Path
• •Email to New Subscriber - Subject: Welcome! Let's get wandering. Body: Hey [Name], So glad you're here. Feeling like you have to have it all figured out is a myth. The truth is, the most interesting paths are the ones you discover along the way. That's what Wandr is all about. Whether you're here to sample a course in branding, get advice from a real-world mentor, or just explore, we've got your back. Ready to start? Here are a few places to begin... [Link to career quiz] [Link to popular courses]