Brand Tone

Casual, adventurous, authentic, relatable, rebellious, rugged, hands-on, and community-oriented, speaking the language of outdoor enthusiasts.

Brand Values

• •Adventure & Outdoors
• •Authenticity & Community
• •Durability & Quality
• •Canadian Identity
• •Rebellious Spirit

Best Practices

• •Embrace Your Vernacular: Continue using authentic, colloquial language and slang that resonates with your audience (e.g., "send it," "get after it," "beauty"). This builds a genuine connection.
• •Lead with Lifestyle, Sell the Product: Frame your products within the context of the adventures they're made for. Talk about the experience—the campfire, the hike, the open road—first, and the product's features second.
• •Showcase Your Community: Actively feature user-generated content in your marketing. When writing captions for these posts, celebrate the individual and their adventure, making them the hero of the story.
• •Highlight Your Roots and Values: Regularly mention that you are a Canadian, woman-owned small business that designs and prints in-house. This reinforces authenticity and gives customers a reason to support you beyond the product itself.
• •Maintain a Consistent "Us vs. Them" Tone: Subtly position the brand for those who "get it"—people who prefer the outdoors and hard work over a conventional lifestyle. This creates an aspirational and inclusive feel for your target audience while distinguishing you from mainstream brands.

Social Perception

Wild North Lifestyle Co. is perceived as an authentic, community-focused brand that genuinely represents outdoor culture. Customers view their apparel as high-quality, stylish, and comfortable, appreciating the brand's investment in its community and values beyond just commerce.

Copy Examples

• •Not all who wander are lost... some are just testing out the new 'Out of Office' Hoodie. Built for campfire nights and backcountry days. Durable, comfortable, and ready for whatever you throw at it. Tap to shop and get out there. #WildNorth #AdventureApparel #SendIt #MadeInCanada
• •From the East Coast to the West, the Wild North is a lifestyle. It's about early mornings, muddy boots, and earning that weekend. We see you, we are you. Join the Wild North community and wear it proud. Check out our latest collection. #WildNorthLifestyle #BlueCollarProud #CanadianOutdoors
• •The "Send It" T-Shirt: For those who don't hesitate. Whether you're dropping a line in a hidden lake or tackling a new trail, this is your go-to tee. Made from a premium cotton blend for all-day comfort and durability, because "good enough" isn't in your vocabulary. Designed and printed in-house, right here in the North.
• •(Video shows a time-lapse of a new decal being designed and applied to a truck, with a gritty, upbeat soundtrack) On-screen text: "From idea to reality. The Dirtbag Kustoms x Wild North collab is for those who build their own adventure. #DirtbagKustoms #WildNorth #CustomTrucks #DIY"
• •Subject: Your Adventure Starts Now | 15% Off Hey [Name], The wilderness is calling. Are you ready to answer? Gear up for your next escape with our latest collection of rugged apparel. As a thank you for being part of our crew, take 15% off your next order. Get out there and live the #WildNorthLifestyle.