Brand Tone

Adventurous & Urban, Practical & Functional, Modern & Stylish, Aspiring & Youthful

Brand Values

• •Exploration: Encouraging discovery of urban environments and beyond.
• •Versatility: Products designed for both city life and light adventures.
• •Style: A focus on modern aesthetics and design.
• •Functionality: Emphasis on practical use and everyday carry.
• •Quality/Durability (Assumed): Implied for products meant for adventure and daily use, though not explicitly detailed in posts.

Best Practices

• •Define Your Core Audience Persona: Understand who you're talking to – their aspirations, lifestyle, and language. For Xtratus (luggage), this seems to be young, active, urban individuals who value style and experiences.
• •Develop a Brand Voice Guide: Create a document outlining key tone words (e.g., adventurous, modern, reliable, witty), "words we use," "words we avoid," and grammatical style. This ensures anyone writing copy stays consistent.
• •Use Storytelling: Instead of just listing features, tell stories about how the product fits into the customer's life and adventures. Paint a picture of the experiences the brand enables. (e.g., "Imagine effortlessly navigating the city with everything you need...")
• •Be Consistent Across All Channels: The tone used on Instagram should align with website copy (once updated for luggage), email marketing, and any customer service interactions. The current disconnect between Instagram and the website's product focus is a key area to address for Xtratus.
• •Incorporate User-Generated Content (Authentically): Encourage customers to share their adventures with Xtratus products. Featuring their stories and photos (with permission) can reinforce the brand tone and build community, lending authenticity to the "urban adventure" lifestyle.

Social Perception

For the Luggage/Urban Adventure line (via Instagram): The perception is curated by the brand itself through its Instagram. Engagement suggests a niche audience interested in urban style and functional bags. However, the lack of independent reviews or mentions makes it difficult to gauge broader public perception of this specific product line.

Copy Examples

• •Instagram Post (Image: Backpack against a city skyline): Conquer your city, one adventure at a time. The Xtratus [Backpack Name] – your essential partner from morning commute to weekend escape. #XtratusSpain #UrbanAdventure #CityExplorer #EquipajeUrbano
• •Product Description Snippet (for website, if luggage were featured): Engineered for the urban explorer. The Xtratus [Backpack Name] seamlessly blends rugged functionality with street-smart style. Multiple compartments, durable materials, and a design that moves with you. Discover your city's hidden gems.
• •Facebook Ad (Carousel showing different uses of the backpack): From Metro to Mountain Trail (well, almost!). The Xtratus collection is built for your dynamic life. Stylish enough for the office, tough enough for your weekend. Swipe to see how. ✨ Shop now & get free shipping in Spain! #Xtratus #AventuraUrbana #MochilasConEstilo
• •Instagram Story (Poll): Next Xtratus adventure: Urban jungle 🏙️ or Nature escape 🌲? Vote now! (Image: Backpack in two contrasting settings) #XtratusAdventure #YourMove
• •Promotional Email Headline: Gear Up for Your Next Urban Expedition | Discover Xtratus Backpacks