Brand Tone

Enthusiastic, Knowledgeable, Friendly, Inspiring, Trustworthy

Brand Values

• •Passion for the Outdoors
• •Customer Focus & Service Excellence
• •Expertise & Quality
• •Inclusivity
• •Environmental Stewardship & Sustainability
• •Community Engagement
• •Trustworthiness

Best Practices

• •Develop Comprehensive Brand Voice Guidelines: Document the defined tone (Enthusiastic, Knowledgeable, Friendly, Inspiring, Trustworthy), including "do's and don'ts," and provide clear examples of how it applies across different channels (website, social media, email, ads).
• •Know Your Audience: Understand who you're talking to – their aspirations, pain points, and language. Tailor the enthusiastic and knowledgeable tone to resonate with both seasoned adventurers and those new to the outdoors.
• •Empower with Expertise, Don't Intimidate: Share knowledge in an accessible and encouraging way. Avoid overly technical jargon unless clearly explained. The goal is to build confidence, not overwhelm.
• •Inject Authentic Passion: Let genuine enthusiasm for the outdoors shine through. Use vivid, sensory language that evokes the feeling of adventure. Storytelling about real experiences (staff or customer) can be powerful.
• •Be Consistently Helpful and Approachable: Ensure all communications, from product descriptions to customer service responses, reflect a friendly, supportive, and problem-solving attitude. Encourage questions and interaction. Maintain this across all touchpoints, from online to in-store.

Social Perception

Highly Reputable, Go-To Experts, Customer-Centric, Authentic, Reliable

Copy Examples

• •Headline (Website Banner/Social Media): "Your Next New Zealand Adventure Starts Here. Gear Up with Experts Who Live and Breathe the Outdoors." Body: From first tracks on fresh powder to conquering that bike trail you've been dreaming of, Outside Sports has the quality gear and local know-how to make it epic. Our team are passionate adventurers just like you – come chat with us! #OutsideSportsNZ #AdventureStartsHere
• •Product Post (Instagram - featuring a new hiking boot): "New Kicks, New Peaks! 🏔️ Tackle any trail with the [Boot Brand/Model]. Our team's tested these beauties on everything from Fiordland's challenging tracks to local Queenstown strolls. Unsure if they're right for you? Pop in store or message us – our boot fitting experts are here to help you find your perfect match for ultimate comfort and performance. #HikeNZ #OutdoorGear #ExpertAdvice"
• •Rental Service Ad (Facebook): "Ski season is calling! ❄️ Don't just rent skis, get the *right* skis. At Outside Sports, our experienced team will match you with the perfect setup for your style and the day's conditions. Plus, with our easy pick-up in Queenstown or Wanaka, you'll be on the slopes faster. Book your premium rental gear today and make every run count! #SkiNewZealand #RentalExperts #OutsideSportsAdventure"
• •Blog Post Promotion (Social Media): "Wondering which Queenstown bike trail is best for your family? 🚲 Our latest blog post breaks down the top family-friendly rides, complete with tips from our local riders. We believe adventures are for everyone! Read it now [Link] and get inspired for your next outing. #BikeQueenstown #FamilyAdventure #LocalKnowledge"
• •Brand Story Snippet (About Us/Social Media): "For over 25 years, we've been more than just a store; we're a community built on a shared passion for the mountains and wild places of Aotearoa. We're here to equip you, inspire you, and ensure you have the best (and safest!) time exploring. Because life truly is better with outdoor adventures. #OurValues #OutdoorPassion #NewZealandMade"