Brand Tone

Welcoming & Inclusive, Community-Oriented, Enthusiastic & Passionate, Encouraging & Supportive, Friendly & Approachable

Brand Values

• •Community: Creating a supportive and connected group of individuals who share a passion for climbing and fitness.
• •Inclusivity: Making climbing accessible and enjoyable for people of all ages, abilities, and backgrounds.
• •Passion for Climbing: Sharing the joy, challenge, and benefits of climbing with others.
• •Growth & Development: Providing opportunities for climbers to learn, improve their skills, and challenge themselves.
• •Local Focus: Serving and contributing to the Dubuque community by providing a unique recreational and social hub.
• •Fun & Adventure: Emphasizing the enjoyment and adventurous spirit inherent in climbing.

Best Practices

• •Emphasize "Community" and "Inclusivity": Regularly use words like "community," "family," "together," "everyone," "all welcome." Ensure imagery and stories reflect diversity.
• •Maintain an Enthusiastic and Encouraging Voice: Use positive and uplifting language. Celebrate members' achievements (big or small). Offer support and advice. Words like "awesome," "stoked," "crush it," "you got this" can be used authentically.
• •Be Approachable and Friendly: Avoid overly technical jargon where possible, or explain it simply. Use a conversational style. Respond to comments and messages on social media in a warm and personal manner.
• •Show, Don't Just Tell, Your Passion: Share stories of your own climbing experiences (as founders/staff), highlight the beauty of the sport, and convey genuine excitement for what you offer.
• •Focus on the "Why": Connect with the emotional benefits of climbing – the sense of accomplishment, the stress relief, the fun, the connection with others. Go beyond just listing features of the gym.

Social Perception

Driftless Climbing is perceived very positively by its local community and customers. It's seen as a much-needed and valued addition to Dubuque, offering a unique and engaging activity. Customers feel a strong sense of belonging and appreciate the welcoming and supportive environment. The staff are consistently praised for their friendliness, knowledge, and passion. It's considered a great place for families, individuals, beginners, and experienced climbers alike. There's a slight potential for brand confusion with "Driftless Climbing Holds," an online seller of climbing hardware, but this seems minor and primarily an online search issue rather than a direct perception issue for gym-goers.

Copy Examples

• •Website Homepage Banner: "Your Peak Awaits! Discover the thrill of climbing in a supportive community. All ages, all abilities welcome at Driftless Climbing – Dubuque's home for adventure."
• •Social Media Post (New Member Welcome): "Huge shoutout to our newest members who joined the Driftless family this week! We're so stoked to see you on the walls. Remember, every climb is a journey, and we're here to support you every step of the way! #DriftlessClimbing #ClimbingCommunity #WelcomeToTheCrux"
• •Event Promotion (e.g., Friday Night Heights): "Light up your Friday! Join us for Friday Night Heights – good vibes, great climbs, and even better company. Whether you're a seasoned pro or just starting out, come hang with the friendliest climbing crew in Dubuque! #FridayNightHeights #ClimbDubuque #WeekendWarrior"
• •Youth Program Ad: "Watch them soar! Our youth climbing programs build confidence, strength, and friendships in a fun, safe environment. From after-school clubs to competitive teams, we’re passionate about nurturing the next generation of climbers. Learn more and sign up on our website! #FutureLeaders #KidsWhoClimb #DriftlessKids"
• •About Us Snippet (for marketing materials): "More than just a gym, Driftless Climbing is a community built on a shared passion for reaching new heights. Founded by local climbers, we're dedicated to providing a welcoming space for everyone in Dubuque to discover the joy of climbing, challenge themselves, and connect with others."