Brand Tone

Authentic, Relatable, and Community-Focused

Brand Values

• •Love of Place
• •Sustainability and Ethical Responsibility
• •Community & Collaboration
• •Family & Roots
• •Adventure & Well-being

Best Practices

• •Always Tell the Story: Every piece of copy, from a product description to a social media post, is an opportunity to reinforce the brand's core story. Weave in phrases about roots, the Kootenays, sisterhood, and a love for nature.
• •Speak Like a Friend: Use a warm, approachable, and slightly casual tone. Ask questions in social posts to engage the community. Avoid corporate jargon and keep the language personal and down-to-earth.
• •Lead with Values: Highlight the 'why' behind the products. Mention 'ethically made,' 'printed in BC,' or 'a portion of sales supports...' to consistently remind customers that their purchase aligns with their values.
• •Celebrate Your Community: Make customers the heroes. Regularly feature user-generated content and tag them. Frame collaborations with other businesses as a celebration of the local community, not just a marketing tactic.
• •Use Sensory, Evocative Language: Describe the feeling of the products and the places that inspire them. Use words like 'cozy,' 'soft,' 'crisp mornings,' 'pine forests,' and 'misty mornings' to transport the audience to the Kootenays.

Social Perception

The public perception of Kootz Collective is highly positive: an authentic local voice, trustworthy and principled, offering high-quality and comfortable apparel, and acting as a community hub.

Copy Examples

• •That feeling when the mist clears off the lake. Crisp mornings, cozy crews, and a whole day of adventure ahead. This is our why. #KootzCollective #LoveWhereYouLive #KootenayLife
• •Born in the Kootenays, made for your adventures. Our tees are ethically-made, printed here in BC, and designed to be as soft as your favourite, worn-in shirt from day one. Find your new go-to. Shop the collection now.
• •Ready for campfire stories and frosty morning hikes. Our new Summit Toque is designed for warmth, comfort, and all your neck-of-the-woods wanderings. Made from a cozy knit blend and featuring our signature patch, it's a celebration of the simple things. Ethically made for good folk.
• •A Love Letter to the Kootenays (plus, new arrivals inside...)
• •It's more than apparel. It's a feeling. Welcome to our neck of the woods.