Brand Tone

Approachable and Friendly, Passionate and Enthusiastic, Authentic and Down-to-Earth, Helpful and Supportive, Community-Focused

Brand Values

• •Inclusivity
• •Quality and Functionality
• •Affordability/Value
• •Customer-Centricity
• •Empowerment
• •Intentional Design
• •Community
• •Authenticity

Best Practices

• •Speak Human, Not Corporate: Use clear, simple language. Avoid jargon where possible, or explain it if necessary. Write as if you're talking to a fellow runner – be friendly and approachable.
• •Emphasize "You" and "We": Focus on the customer and their experience ("Your adventure," "How we can help you"). Use "we" to create a sense of shared passion and community.
• •Show, Don't Just Tell, Your Values: Instead of just saying "we're inclusive," show it through imagery, testimonials from diverse runners, and product descriptions that cater to "every body." Instead of just saying "quality," explain the design features and materials that make it so.
• •Be Genuinely Enthusiastic and Passionate: Let your love for trail running shine through. Use evocative language that captures the joy and challenge of the sport. Share stories and experiences.
• •Maintain a Helpful and Supportive Stance: Offer advice, tips, and resources freely. Ensure customer service interactions reflect this supportive tone. Frame product descriptions around solving a runner's needs or enhancing their experience.

Social Perception

Highly Positive, Trusted, Great Value, Supportive Community Hub, Responsive and Reliable

Copy Examples

• •Headline: Your Trail Adventure Starts Here. Gear for Every Runner, Every Journey. Body: At Harrier, we believe the wild should be welcoming. That's why we craft high-performance trail running kit designed for comfort, durability, and incredible value. No hype, just quality gear to help you run free. Call to Action: Explore Our Kit | Join the Harrier Community
• •Headline: Built by Runners, For Your Best Run. Body: Tired of overpriced gear that doesn't get you? So were we. Harrier was born on the trails, from a passion to make top-quality, thoughtfully designed kit accessible to everyone. Experience the difference intentional design makes. Call to Action: Discover Our Story | Shop Race Vests
• •Headline: Don't Just Run. Harrier Run Free. Body: From your first forest path to your fiftieth ultra, we're with you every step. Our gear is made to move with you, support you, and empower you to find your freedom on the trails. Plus, our community is here to cheer you on. Call to Action: Find Your Perfect Gear Bundle | Read Our Trail Tips
• •Headline: Quality Kit Without the Summit-Sized Price Tag. Body: We cut out the middlemen, not the quality. Harrier delivers exceptional trail running essentials directly to you, so you can invest in your adventures, not just a label. Get premium performance that respects your budget. Call to Action: Shop Best-Sellers | Why We're Different
• •Headline: Join the Pack: Supportive Gear, Even More Supportive Community. Body: Harrier is more than just kit; it's a community of passionate trail lovers. We listen to you, we run with you (in spirit!), and we build gear based on what real runners need. Got a question? Need advice? We're here. Call to Action: Connect on Facebook | Share Your #HarrierRunFree Moments