Brand Tone

Authentic & Proud, Adventurous & Outdoorsy, Community-Oriented & Welcoming, Resilient & Hardworking, Approachable & Friendly, Nostalgic & Comforting

Brand Values

• •Yukon Heritage & Pride
• •Community
• •Quality
• •Authenticity
• •Connection to Nature/Adventure
• •Inclusivity

Best Practices

• •Embrace "Yukon" as a Character: Always speak from a place of deep love and respect for the Yukon. Let its landscapes, spirit, and stories infuse your language. Use evocative imagery that speaks to the clear blue skies, snow-capped mountains and endless adventure.
• •Prioritize Community & Connection: Address your audience in a welcoming and inclusive manner. Encourage interaction, share user-generated content, and highlight stories that connect people to the Yukon and each other.
• •Speak Authentically & Simply: Avoid overly corporate or jargony language. Use a straightforward, genuine voice that reflects the rustic comfort and down-to-earth nature of the North. Let the passion for the Yukon shine through naturally.
• •Balance Adventure with Comfort: While celebrating the ruggedness and adventure of the Yukon, also emphasize the comfort and everyday wearability of your products. Yukon Built aims to be a favorite, cozy classic, not necessarily the most hardcore gear.
• •Maintain Visual-Verbal Cohesion: Ensure your copy always aligns with the strong visual identity of the brand (Yukon landscapes, outdoor activities, genuine people). The words should enhance the feelings evoked by the images, and vice-versa, to consistently capture the spirit of the Yukon.

Social Perception

Locally Loved & Respected, Symbol of Yukon Identity, Community Contributor, High-Quality Souvenir/Gear, Growing & Ambitious

Copy Examples

• •Instagram Post (Image: Stunning Yukon mountain landscape with someone wearing a Yukon Built hoodie): More than just a hoodie. It's that Yukon feeling – wild, free, and unapologetically Northern. Where does your Yukon Built take you? #YukonBuilt #SpiritOfTheNorth #ExploreYukon
• •Facebook Ad (Targeting visitors who have shown interest in the Yukon): Took a piece of the Yukon home in your heart? Keep the spirit alive with our new [Product Name]. Crafted for comfort, inspired by the wild. Shop the collection: [Link] #YukonBuilt #CanadianMade #NorthernLifestyle
• •Product Description (for a new Cabin Collection item): Our Cabin Collection is an invitation to slow down. To savor the crackle of the campfire, the warmth of good company, and the quiet comfort of the North. This [Item Name] is your go-to for those simpler, peaceful moments. Yukon Inspired, Canadian Made. #YukonBuilt #RusticComfort #CozyClassics
• •Website About Us Snippet: Born from four generations of Yukon grit and a deep love for this land, Yukon Built is for everyone who feels the pull of the North. We craft quality apparel that’s as resilient and adventurous as the people who wear it. This is more than a brand; it's our story, and yours. #YukonBuilt #OurYukon
• •Email Newsletter Subject Line (promoting a new collection): Yukon Built: New Arrivals For Your Northern Soul 🌲 (Body Snippet): Hey [Customer Name], we believe the Yukon changes people. Our latest collection is inspired by [specific Yukon landscape/phenomenon, e.g., the vibrant fireweed in late summer]. Discover pieces that bring the magic of the North to your everyday.